Bradford & Bingley has appointed the strategic media shop, Msc, as the media agency that will take it through its relaunch next year.
The task for Msc, itself a joint venture between New PHD and Partners BDDH, could be backed by a media spend of up to £15 million.
MSc won the account following a three-way pitch against Manning Gottlieb Media and Walker Media, which was caretaking the account following the creative appointment of M&C Saatchi in May. B&B becomes MSc's sixth client since it kicked off at the beginning of this year, bringing the agency's billings to over £30 million.
The pitch was overseen by Ruth Blakemore, who was marketer during the launched of Cable & Wireless Communications last year and is now Bradford and Bingley's commercial director.
Louise Jones, founding managing director of MSc, said: "She [Blakemore] has such an incredibly clear vision about what she wants to do with the brand. She totally believes in how media strategy will deal with that. We have to do something which is completely different within the market because it is so cluttered."
MSc takes up the reins of the account from Friday, but it is unlikely that much advertising will take place this year as the building society gears up for the relaunch of the main Bradford and Bingley brand next year. The society is expected to focus on the benefits of its mutual status, explaining to consumers how this can benefit them in specific product areas.
MSc will also work on the rebranding the Black Horse estate agency chain and giving its Mortgage Express service a marketing boost.
M& C Saatchi was appointed this spring following Bradford & Bingley's decision to hold an agency review as it looked to promote its status as the UK second largest mutual building society. Leo Burnett, which had worked on the account for 17 years, declined to take part in the pitch.
MSc's other clients include Talking Pages, Mercedes, Wesleyan Financial Services, the Co-operative Bank and BT Business.