Wesleyan Financial Services seeks help with brand building

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.

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

brand strategy.



BMP4 won the Wesleyan account two years ago after a competitive

pitch.



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



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