Britannia Building Society is to review its agencies and marketing strategy following the promotion of Tim Franklin to managing director.
Franklin will have responsibility for all marketing, sales, product development and branch network issues. Head of marketing Alan Long will report to him directly.
The society’s creative agency is Walsh Trott Chick Smith (WTCS) and it uses MGM for its media buying and planning. Joshua and Carlson Marketing Group are also on the company’s roster.
Last year the company’s above-the-line spend was &£2.75m, but Britannia says Franklin will control a marketing budget of &£9m for the forthcoming year.
Franklin introduced the building society’s tradesmen referral service to allow members to go to their branches and source approved plumbers and builders. It has also developed a home removals service.
As head of e-commerce for Britannia, Franklin also oversaw the introduction of its fast-track online mortgage service.
He previously worked for Barclays Bank in a variety of marketing roles including director of customer programmes and loyalty.
Britannia is the second-largest building society in the country with 2.1 million members, and offers mortgages and savings.