Wesleyan Financial Services is looking for an advertising agency to
implement a major brand-building drive, which could be worth pounds 4
million above the line.
An equal amount will be spent on below-the-line activity by the mutual
life assurance company.
Wesleyan bought ProVision, Clerical Medical’s direct sales arm, at the
start of this year, prompting the decision to put money behind the
enlarged brand. The first consideration for agencies will be a review of
BMP4 won the Wesleyan account two years ago after a competitive
Since then, the agency has produced only a small amount of advertising
for the brand, concentrating instead on developing strategies as well as
contributing to corporate identity work and design briefs.
DMB&B Financial, the incumbent on the ProVision account, will repitch
for the newly merged business, against BMP4. Other agencies thought to
be in the frame include BDDH.
Jon Bodenham, head of marketing at Wesleyan, has talked to a number of
London shops and is expected to finalise a shortlist this week.
The new advertising will be the Wesleyan group’s first significant brand
campaign. Until now, the company has rarely branched out from its direct
marketing activities, which target its existing customers.
ProVision, run from offices in Bristol, is planning to relocate to
Wesleyan’s offices in the Midlands.
ProVision has a salaried salesforce which relies heavily on the direct
marketing activity of DMB&B Financial for its customer base. Andrew
Porter, the agency’s managing director, confirmed it would be pitching
for the account