Incumbent BDDH to pitch as Smile calls review

Smile, the Co-operative Bank’s online banking service, is reviewing its advertising account out of Partners BDDH just four months after its launch.

Smile, the Co-operative Bank’s online banking service, is reviewing

its advertising account out of Partners BDDH just four months after its

launch.



The agency, which also handles the main Co-op Bank account, was

responsible for launching smile.co.uk at the end of October. The ads

feature a broad cast of characters who all break into a smile towards

the end of the film. They use the message, ’whatever, wherever,

whenever’ to demonstrate Smile’s flexibility.



However, a company spokesman claims that the dramatic growth of Smile

has precipitated a review of the service and its relationship with its

parent brand.



’Our brand-building for Smile in the three months since launch has been

far more successful than we could have anticipated, with Smile

developing high levels of awareness and a strong brand identity,’ he

said.



’This has led us to reviewing the relationship between the two brands -

The Co-operative Bank and Smile - earlier than anticipated. It’s clear

we need to have a broad view of how the two brands may be developed,’

the company spokesman added.



Smile is clearly linked to its parent brand through its

communications.



The review seems likely to alter this positioning.



Partners BDDH will re-pitch for the account, whose budget is

undisclosed, and has been shortlisted alongside five other agencies. The

review does not affect Partners’ hold on the pounds 2 million

Co-operative Bank account.



The changes may also have been sparked by the arrival of the bank’s

first board-level marketer, David Conway, in November. Conway is

responsible for marketing the bank’s complete range of services,

including Smile.



At the time of his appointment, the company stressed that there were no

plans to review advertising.



Partners BDDH was unavailable for comment.



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus