Halifax reignites ad pitch

Halifax has reversed its recent decision to abandon a review of its £25 million advertising account and is back in talks with agencies.

Halifax has restarted ad review
Halifax has restarted ad review
The bank was in contact with ad shops via Oystercatchers two months ago, but decided against a planned review of its ad account after granting an eleventh-hour reprieve to its incumbent agency, DLKW Lowe.

Halifax has now contacted agencies directly inviting them to present in a contest for the business.  However, it is understood that DLKW remains in contention to retain the account.

The agency has created a campaign for Halifax which is awaiting sign off from the bank. If this campaign does not get approval, Halifax will brief agencies to pitch for the business.

The agency's latest ad for the bank is set in a fictional radio station called Halifax FM, and features members of staff broadcasting messages to customers.

The ad was created at the beginning of the year, ahead of the merger between DLKW and Lowe in June.

DLKW has handled the Halifax business for the past ten years and last retained the business following a final shoot-out against DDB UK in 2008. The pitch was called because the bank decided that its singing-and-dancing advertising needed to be rethought in light of the global credit crunch.

After winning the account in July 2000, DLKW introduced its infamous "cast of characters" campaign, in which staff members, such as Howard and the call-centre worker Thomas, adapted the lyrics of classic songs.

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