- LIDA, the direct marketing arm of M&C Saatchi, has been appointed by fund management firm LeggMason Investors after a five-way pitch.
LIDA pitched for the account, which is worth £1 million in the first quarter of 2001, against agencies including incumbent Walsh Trott Chick Smith. Activity will include direct mail, press and posters.
The first work will break in mid-February and will promote services including LeggMason's UK emerging growth ISA, a fund managed by Murray Johnstone, a high-profile City fund manager who recently joined LeggMason. Johnstone is likely to feature in the advertising.
Media for LeggMason will continue to be bought by Mediacom.
Lisa Thomas, LIDA's chief executive, said: "We're setting out to defy the convention that financial services advertising has to be dull, predictable and formula driven."
Lindsay Firth-McGuckin, marketing director of LeggMason Investors, said: "We're not traditional City types. We were looking for an agency that had through the line expertise coupled with a keen and fresh approach to financial services marketing."
LeggMason is a global fund management company that offers financial services advice to consumers and institutional investors.
The win coincides with LIDA's first anniversary. The agency is working on a mix of direct marketing and integrated accounts for clients including BOL.com and Rover Cars.