Nationwide set to revive Leagas link

The Nationwide Building Society has secretly handed back its pounds 8 million television account to Leagas Delaney, nearly five years after the agency resigned the award-winning business in an acrimonious divorce.

The Nationwide Building Society has secretly handed back its pounds

8 million television account to Leagas Delaney, nearly five years after

the agency resigned the award-winning business in an acrimonious

divorce.



The surprise move comes just nine months after Nationwide split with its

former shop, GGT, insisting that it no longer needed a full-service

agency. Since then, it has been running old GGT television spots and

print work through the Swindon shop, Emery McLaven Orr.



The building society is understood to have affected a rapprochement with

Leagas Delaney three months ago.



Nationwide approached the agency because of the success of its old

campaign, last on air in 1993. The ads included one spot featuring

live-action, stop-gap animation showing the different houses people live

in and the line: ’The nation’s building society.’



Leagas Delaney has been working on new commercials with an airdate

scheduled for the new year. However, the strategy will pick up where the

old work left off in 1993 and will appear with previous commercials to

ensure continuity.



The new spots will also be directed by Mike Stephenson at the Paul

Weiland Film Company, who also directed the original ads.



The drive has been refreshed to emphasise Nationwide’s increasingly

unique position in the financial services market. It remains one of the

largest building societies with mutual status after the recent round of

flotations and the work will concentrate on the added value the company

can offer because it does not have shareholders.



No-one at Leagas Delaney or Nationwide was available for comment as

Campaign went to press.



Leagas Delaney first worked on the account in 1985, spawning an

eight-year relationship that pulled in many awards.The agency resigned

in anger when changes in the company’s management triggered a

review.



The account’s three-year tenure at GGT began with a controversial

campaign created with help from the building society’s employees.

Nationwide decided not to renew its contract in January. Media buying on

the account will remain with Media Solutions, GGT’s joint venture with

CIA Group.