Wesleyan Financial Services has enlisted the services of Partners
BDDH and the direct marketing agency, Brann, to help raise the profile
of the assurance group.
BDDH and Brann pitched in conjunction with MSc, the media planning joint
venture established recently between New PHD and BDDH, and this unit has
picked up media buying on the multi-million pound account.
’Wesleyan is a powerful but not well-known assurance company,’ explained
BDDH’s managing director, Nigel Long, who led the pitch. ’Our job is to
create a unique long-term positioning in the financial services
Long said the assurance group, which offers a wide range of financial
products from pensions to endowments, was originally introduced by
Clerical & Medical, an existing client of BDDH. Wesleyan bought Clerical
& Medical’s field sales team, Provision, and does not represent a
conflict because the two assurance groups use different methods of
selling to the public.
BDDH originally pitched against Wesleyan’s two incumbents, DMB&B and
BMP4, for the business, as well as Wolff Olins and GGT in conjunction
with GGT Direct. J. Walter Thompson entered later in the process, once
GGT was forced to pull out because of its merger with the BDDP
BDDH and Brann will develop an advertising and direct mail campaign
aimed at generating appointments for Wesleyan’s team of specialist
financial consultants. Budgets are unconfirmed but are expected to top
pounds 8 million in total, and are likely to be split evenly above and
below the line.