The Britannia building society is on the point of awarding its
creative account to Walsh Trott Chick Smith after a two-month review
that saw the agency pitch against Leo Burnett, Miles Calcraft Briginshaw
Duffy and the incumbent, BDH TBWA.
Britannia spent only pounds 2 million on advertising in 1999, with all
its above-the-line budget going on print. However, the society is
understood to be increasing its media spend five-fold in 2000 as part of
a repositioning of its corporate identity. The change is thought to have
been triggered by the promotion of Alan Long to head of marketing in
Walsh Trott will be asked to boost Britannia’s position in a market
increasingly saturated by online mortgage providers, branding Britannia
as more than just a building society.
Future services could include helping customers with the basic problems
of home ownership by arranging appointments with plumbers, locksmiths
and security consultant.