Claydon Heeley banks £12m Bradford & Bingley DM brief

Claydon Heeley Jones Mason has retained the direct marketing for Bradford & Bingley, worth a reported £12m.

Claydon Heeley Jones Mason has retained the direct marketing for Bradford & Bingley, worth a reported &£12m.

Claydon Heeley beat WWAV Rapp Collins and Black Hole for the business. The agency has held the account for three years.

Bradford & Bingley announced it was conducting a strategic review of its direct marketing in May. This became a formal pitch after the company had informal talks with several agencies.

Claydon Heeley last week launched a direct marketing campaign for The Marketplace at Bradford & Bingley, which uses the green-suited man created by M&C Saatchi for the television campaign.

Last year, the agency helped the building society convert to a bank by sending mailshots to its 2.6 million members urging them to accept the conversion.

Bradford & Bingley marketing director Mark Wood declined to comment on the decision. M&C Saatchi and New PHD were unaffected by the review.

Bradford & Bingley’s focus this year has been on The Marketplace, its mortgage finder which collates other financial services companies’ mortgages to find the best deal for customers.

The Marketplace brand was launched in March and the company’s 500 branches were rebranded over the summer (MW March 15). The &£5m campaign to back the launch broke in the same month.

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