Partners BDDH and its direct marketing partner on the business Brann has won the 10m Wesleyan Financial Services account.
Media buying on the account will be handled by MSc – the new media operation set up as a joint venture between Partners BDDH and New PHD.
MSc specialises in media planning but can also operate as a media buying unit if necessary. New PHD already has a number of financial services accounts so the arrangement avoids potential client conflict problems.
It is understood the spend on the account will be split, with 6m spent above the line and 4m below.
The agencies shortlisted for the account included J Walter Thompson, BMP4, DMB&B, Wolff Olins and GGT.
GGT pulled out and substituted its below-the-line arm GGT Direct following the merger with BDDP because of a conflict with the Equitable Life account held by the merged group.
The aim of the forthcoming campaign from Partners BDDH will be to give Wesleyan a “moral positioning”, says Nigel Long, the chief executive of the agency.
“Wesleyan has a way of dealing with people that differentiates it from other financial services operations. Its financial advisors deal face to face with clients and they never sell on the first meeting – they’re interested in long-term relationships. There is also an equity in the brand name,” says Long.