HBOS reviews £10m direct marketing work

HBOS, the bank which comprises Bank of Scotland (BoS) and Halifax, is reviewing its £10m direct marketing business.

The company is talking to Halifax’s incumbent, 141, and BoS’s incumbents, TDA, WWAV Rapp Collins, and Navigator, with a view to creating a roster for both brands.

The bank is also talking to other agencies, including Leeds-based JDA Group, but it is not known how many agencies HBOS will appoint.

The group head of marketing Andy McLaughlin is overseeing the process.

Last November, the bank reiterated its commitment to direct marketing by appointing Norwich Union head of customer development Howard Silby as head of CRM, marketing and customer relations.

The decision to create an HBOS direct marketing roster continues the steady centralisation of marketing power into Halifax’s operation.

Delaney Lund Knox Warren originally worked primarily for Halifax, but picked up the BoS retail work in October last year, and the Bank of Scotland business banking work last week (MW last week).

The BoS ads use its staff in the same way as Halifax’s, which created a star out of employee Howard Brown.

HBOS’s media buying and planning was also reviewed last year, and Zenith Media was knocked off the account in favour of BBJ and Bank of Scotland’s agency Feather Brooksbank.

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