National Savings has put its entire pounds 10 million advertising
account up for pitch, including the media planning and buying. The
creative business moved out of HHCL & Partners last month in preparation
for the review (Campaign, 17 October).
The advertising rethink is part of a review of all of National Savings’
suppliers including PR and direct marketing. Invitations to tender for
the accounts have been advertised in the Official Journal of the
European Commission.
The ad invites agencies to apply for a number of accounts, including
creative treatment, media strategy, media planning and media buying. The
deadline for applications is early December.
The media account is divided between Michaelides & Bednash and the Media
Business, with M&B handling the strategic media planning and the Media
Business working on buying.
It is not clear whether National Savings will retain the split between
strategic media and implementational media, or centralise the entire
account into a single agency.
National Savings has been seen to break new ground with M&B’s concept of
’virtual shops’ - regular ads in the same position in newspapers which
act as a retail outlet for National Savings products.
The creative account is being caretaken by Walsh Trott Chick Smith.
However, M&C Saatchi is also working with the advertiser as a
consultant, advising on the repositioning of the brand.
National Savings is keen to shed its old-fashioned image and is looking
to develop a range of new financial services. The rethink follows
management changes.
