HBOS splits its £10m DM work

HBOS, the bank which comprises Halifax and Bank of Scotland (BoS), has appointed Navigator Responsive Advertising and JDA Group to handle its £10m direct marketing business.

Edinburgh-based agency Navigator was previously a BoS roster agency, and Leeds-based JDA Group worked on an ad hoc basis for Halifax. The review has centralised the business and the two agencies will now work across both brands.

As a result of the review, Halifax and BoS incumbent agencies, including WWAV Rapp Collins and Bates-owned 141, will no longer be working for the bank.

Bates carried out its last above-the-line work for Halifax in 2000, and the decision to drop 141 from the DM work ends Bates relationship with the bank, which began in 1990.

Group head of direct marketing Andy McLaughlin oversaw the review.

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

The direct marketing review should mark the end of a review process, which was sparked by Halifax’s merger with BoS last year (MW August 9, 2001).

Delaney Lund Knox Warren, Halifax’s incumbent, picked up the retail work for BoS last October and was last month handed the business banking work for BoS (MW February 21).

Media buying and planning was also reviewed last year. Zenith Media was knocked off the account in favour of BBJ and Feather Brooksbank.