The financial services group, Britannia, has awarded its pounds 4
million media planning and buying business to Manning Gottlieb Media
after a four-way pitch.
MGM beat off competition from the Media Business North, Mediapolis and
the incumbent of six years, John Ayling and Associates, during a lengthy
review which began in August.
The bulk of the media spend is accounted for by Britannia Building
Society, but the portfolio also includes Britannia Life and Britannia
Julie Grant, marketing services controller at Britannia, commented: ‘It
was a logical time to review the account as our marketing and
subsequently our advertising strategy has refocused to underline our
positioning as ‘the sharing society’.’
She added: ‘Not only did MGM demonstrate buying expertise, but it will
also give us the strategic input we require as we move forward.’
The creative account, which is held by the Manchester agency, BDH, is
unaffected by the media changes.
Earlier this year, the Britannia became the first building society to
advertise the benefits of belonging to a mutual society rather than a
bank. It launched the Members Loyalty Bonus Scheme in May and is in the
process of completing the registration of its 1.6 million members.
The win adds to MGM’s new-business tally this year. So far its wins
include Teletext (Campaign, last week), Eurostar and the British Gas
credit card, Goldfish.
Colin Gottlieb, a partner at MGM, said: ‘This comes at a time when we
are enjoying a terrific period of growth both through existing clients
and through wins such as this.’