3m campaign focuses on B&B heritage

Bradford & Bingley is launching a 3m integrated campaign on Monday (September 8) focusing on its savings accounts and 157-year heritage. The campaign has been created by BJL.

Bradford & Bingley is launching a £3m integrated campaign on Monday (September 8) focusing on its savings accounts and 157-year heritage. The campaign has been created by BJL.

The new ads will form the second phase of the beleaguered bank’s wider marketing push to focus on its savings accounts. It will comprise of TV, national press, outdoor and online advertising.

Stephen Rowe, group marketing director at B&B, says: “Our savings business has always been very important to us and moving forward under new chief executive, Richard Pym, what we are looking to do is to really cement Bradford & Bingley’s position as one of the leading savings banks.”

In June, the bank launched a £10m advertising drive aimed at promoting its “no-strings” saving account just weeks after issuing a profits warning. At the time it denied the move was linked to an over-reliance on mortgages.

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