Nationwide Building Society has appointed Bartle Bogle Hegarty to its creative account, worth up to &£12m, after four years without an incumbent agency.
The UK’s second largest building society is also seriously considering moving its media and direct marketing accounts to the BBH group through its Motive Communications media arm – which also handles the NatWest account – and its BBH Unlimited operation.
Mike Lazenby, Nationwide marketing director, says: “There are many advantages to using one agency, particularly regarding consistency of approach. I am now reviewing the media and below-the-line accounts, which will be between our existing agencies and BBH group companies.”
CIA Media Solutions is Nationwide’s media incumbent. WWAV Rapp Collins is its main below-the-line agency.
Nationwide appointed BBH to its creative account after a three way pitch against DMB&B and Grey. Publicis was also involved at an early stage.
Leagas Delaney Partnership worked with Nationwide on an informal basis after the building society split from its previous incumbent agency, the former GGT.
Leagas Delaney declined to pitch for the account, amid suggestions that the relationship was under strain. The agency has since won the &£30m Barclays Bank account (MW May 13).
Lazenby says: “Despite being a financial services company, Nationwide is innovative and we liked BBH’s different angle.”
He has briefed BBH to position Nationwide as a company offering good quality, value and customer service, made possible because it is a building society and does not have to answer to shareholders.
Lazenby says the account will be worth between &£8m and &£12m in its first year.