EURO RSCG Wnek Gosper has held on to the &£14.2m Abbey National account and will be working with the bank to attract a younger and trendier target market of 16to 24-year-olds.
The decision follows a four-way pitch between Ogilvy & Mather, Fallon, St Luke’s and the incumbent.
EURO RSCG has held the business for seven years. It created the Alan Davies ads, which will now be axed.
Abbey National head of national communications Helen Page says new campaigns will be in line with the bank’s repositioning, which began last year with the launch of its first student account. This year the bank revised its logo in a &£1m rebranding exercise to give it a more modern image (MW July 12).
EURO RSCG’s direct marketing agency, KLP, has also held on to Abbey’s in-store marketing and promotion business.
The review was called by Abbey retail marketing director Janet Connor, following her promotion in May from the role of savings and banking director. Connor replaced Gary Hockey-Morley, who moved up to director of business banking.