The Bradford & Bingley building society has appointed M&C Saatchi
to its pounds 15 million group advertising account. The society will now
review media buying, previously held by the full-service incumbent, Leo
M&C Saatchi beat Rapier, Rainey Kelly Campbell Roalfe and WCRS to the
task, which incorporates a re-launch of the Bradford & Bingley lead
brand, a major investment behind Mortgage Express and the re-naming of
the Black Horse estate agency chain.
M&C Saatchi pitched alongside the Omnicom subsidiary, Claydon Heeley, of
which its founding partner, Bill Muirhead, is a non-executive
The resulting work is expected to entail a major relationship marketing
Ruth Blakemore, the new Bradford & Bingley commercial director who
called the pitch, said M&C came up with ’a brutally simple brand
’Money can’t buy the integrity, trust and honesty of the Bradford &
Bingley brand image,’ Blakemore commented. ’But we must bring it into
the 21st century. We need to be more accessible and use language better.
It’s not just a brand shift in terms of advertising, it’s brand
Nick Hurrell, the M&C Saatchi joint chief executive, said: ’The brief
encompassed everything from looking at the internal culture to the
development of relationship marketing, with a powerful advertising
positioning at its core.’
It is not clear at this stage whether the bowler hat symbols of Bradford
& Bingley will survive the switch from Burnetts to M&C Saatchi.
Blakemore, who confirmed that the building society would spend at least
pounds 15 million, added that the bulk of the work would appear in the
She will now look at further below-the-line appointments and review
media buying. Burnetts resigned the full-service business when news of
the review broke (Campaign, 13 February).
Blakemore joined Bradford & Bingley in December last year after her
surprise exit from the marketing director’s post at Cable & Wireless in
July. Blakemore had only just hired Rapier to run a multi-million pound
through-the-line campaign when it became clear that C&W’s chief
executive, Graham Wallace, was to dispense with the marketing director’s