BAT Financial Services has appointed Grey London and Grey Integrated to develop a brand portfolio for its three financial services companies – Allied Dunbar, Eagle Star and Threadneedle Asset Management.
The move, which calls Ogilvy & Mather’s hold on the 6.2m Eagle Star account into question, confirms the move to integrate BAT’s financial services companies, revealed exclusively in Marketing Week (November 3).
It is understood Grey is working closely with BAT Financial Services chief executive George Greener.
Grey London and Grey Integrated handle Allied Dunbar’s 5m ad account.
Eagle Star’s director of corporate communications, Paul Swinburn, says Grey has worked with BAT Financial Services for a number of weeks to develop a brand management for the three companies. “Grey is developing a strategy for the corporate brands,” he adds.
However, he says Eagle Star’s advertising account will stay with O&M for the foreseeable future. “Grey is developing a strategic long-term position, it’s not about advertising.”
But the work is understood to include analysis of brand management and corporate culture including brand image, distribution arrangements, corporate identity and advertising.
Nick Spindler, managing director of Grey Integrated, says: “If you can get the three brands together and get them right, they could dominate the financial services market.”