Nationwide Building Society is talking to agencies about its pounds
8 million account, which has been handled by Leagas Delaney on a project
basis for just over a year.
The move is believed to be part of a brand review, which has been
instituted by Nationwide’s new marketing director, Mike Lazenby. He has
employed the Springpoint and Hogarth consultancies to advise on the
brand. Fiona Gilmore, Springpoint’s managing director, has been
responsible for setting up meetings with agencies. She was unavailable
for comment as Campaign went to press.
A Nationwide spokeswoman confirmed that the building society was in
talks with agencies but insisted its relations with Leagas Delaney were
not changing. She said: ’Our arrangements with Leagas Delaney are
continuing as before. As a major financial institution, we have dynamic
advertising needs and may talk to people informally from time to
Nick Hough, the managing director of Leagas Delaney, was unaware of the
talks with rival agencies. However, he said: ’We have only made two TV
commercials for Nationwide and are awaiting formal reappointment.’
Nationwide parted company with Leagas Delaney in acrimonious
circumstances five years ago and shifted its account into GGT. The move
surprised many as much of the agency’s work for the building society -
including the ’Mel and Griff’ and ’Don from Doncaster’ stop-frame
animation campaigns - was well received.
However, a year ago the client returned to Leagas Delaney and asked it
to make two ads in the stop-frame animation format. The films, which
broke at the beginning of last year, are still running.
The talks could also affect the Swindon-based agency, Emery McLaven Orr,
which produces Nationwide’s print advertising.
Media planning and buying is handled by CIA Media Solutions, formerly a
joint venture between CIA and GGT but now wholly owned by CIA. Media is
thought to be unaffected by the review.
Lazenby was handed the task of divisional director, marketing, in a
company restructure last October. He was previously the company’s
director of communications and replaced Tracy Morshead, who became
director of central retail operations.