Alliance overhauls £45m direct roster

Bank believes dearth of branches across UK makes direct marketing key to winning customers

Alliance & Leicester is reviewing its &£45m direct marketing account, held by EHS Brann, Proximity London and Leicester sales promotion agency Thorndyke.

The bank is deciding whether to increase or reduce the number of agencies it uses and may also take production work in house.

Alliance & Leicester director of marketing services Stephen Leonard says: “We’re looking at the way we work with agencies. The review could result in us using more or fewer agencies but we are looking for more flexibility across different direct marketing projects.”

The bank is now placing all of its marketing emphasis on direct marketing, after its relationship with D’Arcy ended in December, when the agency resigned the account. Leonard says he has no plans to appoint another advertising agency.

There are only 320 Alliance & Leicester branches in the UK. Leonard says this makes direct marketing key to recruiting customers for products such as personal loans.

Leonard was appointed to the role of marketing services director in January. Former Alliance & Leicester marketing director Tim Pile joined Sainsbury’s Bank in January as chief executive (MW January 4).

Proximity London remained on the direct marketing roster following a review last April. This saw EHS Brann (then Realtime) added to the roster in place of TBWA/ GGT Direct, which resigned from the pitch.

The bank has had a turbulent two years. Last year it was forced to ditch growth targets of six per cent because of the economic slowdown. And this year analysts voiced concerns that the company has gone downmarket and questioned its strategy.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here