Saga opens up new talks with agencies over its £15m brief

Mediaedge:cia's 11-year tenure on the £15 million Saga media brief is once again in doubt as the company kicks off talks with rival media agencies.

Saga, a provider of goods and services to the over-50s, was responsible for one of the most controversial media reviews of last year.

Nine months ago, it concluded an extremely lengthy review and retained Mediaedge:cia, having seen pitches from Manning Gottlieb OMD, Starcom Motive, Carat and Universal McCann. Mediaedge:cia defeated Carat and Universal in a final three-way shootout.

Mediaedge:cia's deputy managing director, Andy Martin, who has worked on the Saga brief for many years, played a crucial role in the agency retaining the business.

However, it is understood that Saga is seeing presentations from agencies it talked to last year. A Saga spokeswoman refused to comment.

Saga provides holidays, financial services, insurance and household services to the grey market. It also controls two radio licences and has a customer magazine with a circulation of 1.1 million.

Mediaedge:cia, via CIA, was responsible for taking Saga to TV advertising in a bid to present the image of both the company and the over-50s in a more positive light.

The Saga group has two divisions - Saga Holidays and Saga Services - each with their own marketing teams. Two years ago, Saga Holidays hired Doner Cardwell Hawkins to rejuvenate the brand. Ogilvy & Mather had previously been its lead agency.