B’lowfish stung as Charcol hires Masius for £5m task

John Charcol, the Bradford & Bingley-owned mortgage broker, has pulled its £5m advertising account out of B’lowfish and handed it back to Masius after only six months.

John Charcol, the Bradford & Bingley-owned mortgage broker, has pulled its &£5m advertising account out of B’lowfish and handed it back to Masius after only six months.

Masius (formerly DMB&B Financial) had held the business for 11 years but lost it earlier in the year without a pitch (MW January 20) only six weeks after being reappointed when it beat Joshua, Team Saatchi and B’lowfish.

It is understood Charcol chief executive Keith Scott made the decision to hand the business to B’lowfish, having previously worked with the agency. Scott has now quit in the wake of the &£100m takeover by Bradford & Bingley and it is understood the building society’s flotation plans fuelled the decision to reappoint Masius.

B’lowfish managing partner Chris Pearce says: “After developing successful ads for Charcolonline, we are hugely disappointed and a little confused by the decision, but good luck to the new agency.”

Masius refused to comment on the move, and no one at Charcol was available for comment as Marketing Week went to press.

Last month, Charcol pulled a B’lowfish press ad which featured a glum traveller and the caption “Charcolonline could have saved me &£165 a month on my mortgage. Bugger, bugger, bugger”, even though the Advertising Standards Authority rejected 28 complaints over use of the word “bugger”.

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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