M&G runs pitch for ISA launch mail business

M&G, the financial services company, is looking for a below-the-line agency to assume responsibility for its direct mail output.

M&G, the financial services company, is looking for a

below-the-line agency to assume responsibility for its direct mail

output.



Pitches for the task are taking place this week, with M&G seeing a

number of agencies including the incumbent on the business, Camp

Chipperfield Hill Murray. Camp Chipperfield will continue to handle

poster advertising for M&G if it is unsuccessful in this review.



Part of the winning agency’s brief will be to help launch Individual

Savings Accounts (ISAs) next April, which will replace PEPs. There will

be a final push for the M&G PEP in January, to be undertaken by the

triumphant agency.



Rachel Medill, the director of group communications at M&G who is

supervising the pitch, confirmed the review was under way and said she

expected to make a decision at the end of the week.



’We have been working with Camp Chipperfield for more than a year now,

and it has done some great work on our rebranding, especially through

posters,’ she said. ’But after such a period, we think it wise to review

our options on the direct mail side.’



She continued: ’Direct mail plays a very important role in our

advertising.



It is possible that we will end up with two agencies working on the

business; we will take it as it comes.’



Camp Chipperfield picked up the entire M&G account, which is reported to

be worth #10 million, last August after a six-way pitch. Much of M&G’s

recent marketing has focused on advising customers about the changes to

come with the advent of ISAs.



M&G is not expected to advertise ISAs on TV, although it took its PEPs

on to the medium with a campaign by Rainey Kelly Campbell Roalfe,

starring the former Chancellor of the Exchequer, Nigel Lawson, last

year.