Nationwide calls £10m review

LONDON - Nationwide has called a review of its £10 million ad­vertising account after the incumbent, Leagas Delaney, resigned the business.

Nationwide...reviewing ad account
Nationwide...reviewing ad account

The building society has already approached a number of agencies informally with a view to calling a pitch. The review will be handled by Oystercatchers.
Sources suggest that Peter Gandolfi, the head of brand marketing at Nationwide, was intending to call a pitch in January, but brought the date forward following the agency’s decision to resign the business.
The advertising review marks the latest in a number of changes to Nationwide’s marketing arrangements.
Since the beginning of the year, the building society has moved its media planning and buying account out of Media­edge:cia and into MPG. Most recently, it kicked off a search for an advertising agency to handle the launch of the Nationwide brand in Ireland. Oystercatchers is handling that process, and has short­listed agencies to pitch before the end of the year.
Leagas Delaney first began working for the company in 1987, but they have since had a fractured relationship. In 1991, the agency resigned the business, which moved into Gold Greenlees Trott.
In 1996, Leagas Delaney was reappointed to the account, and worked on it for two years before parting company once again when Nationwide opted to invest its entire ad budget in football sponsorship.
The agency was most recently reappointed in 2002, and has since created the long-running bank manager campaign starring the comedy actor Mark Benton.
Margaret Johnson, the group chief executive at Leagas Delaney, said: We have just completed the TV work for 2008/09. We have created the most successful campaign in the financial services category and are very proud of the work we have done. We have resigned the account and will not be taking part in the review. We wish them well in the future.
Gandolfi said: We are about to conduct an agency review. We certainly welcomed Leagas Delaney to take part in that review pro­cess, but clearly they decided that it wasn’t for them. We’ve had a great relationship with them over a number of years and we wish them all the best for the future.