NatWest reappoints TBWA GGT Direct to run DM business

NatWest has decided not to call a review of its £20 million

direct marketing business and has handed a new three-year contract to

TBWA/GGT Direct to run the account.

Despite speculation that the direct marketing business would follow the

ad account out of TBWA/London (the £30 million creative account

moved to M&C Saatchi in March), NatWest will remain with TBWA/GGT.

The account was first won three years ago as part of the "NatWest

Village" concept, which drew together a team of more than 30 staff to

handle advertising and direct marketing for the bank.

TBWA/GGT will handle all work for NatWest apart from the TV branding

campaigns. It will work across all customer segments and product

channels for NatWest. It will also work to develop the "Another Way"

brand philosophy into all in-branch and customer communications.

Uncertainty over the future of the account began following the £20

billion acquisition of NatWest by the Royal Bank of Scotland last year.

Despite maintaining its grip on the bulk of the NatWest account,

TBWA/GGT did lose a chunk of the NatWest credit card business to Craik

Jones Watson Mitchell Voelkel and Lowe Live earlier this year.

Mike Cornwell, the chief executive of TBWA/GGT, said: "As NatWest's

understanding of their customers increases, the agency's role gets more

exciting. We are delighted to be trusted to continue assisting in

building the business."

TBWA/GGT has also won Unicef's direct marketing business after a

four-way pitch against BHWG Proximity, Lowe Live and the previous

incumbent, Lion. Unicef will continue to use Lion on strategic projects.