Aegon, the pensions company that owns Scottish Equitable, has appointed Leith Agency to handle its advertising business following a six-way review. It is the first time the company has appointed a lead agency.
Leith will be responsible for all of Aegon’s trade advertising as well as corporate communications. Media is handled by Mediaedge:cia.
In the past, the Netherlands-based company has focused its marketing on business to business campaigns and has appointed a number of specialist agencies to its roster. It has been promoting the Aegon brand ahead of Scottish Equitable, which it acquired in 1994, since 2006.
The company is now keen to drive awareness of the Aegon brand both from a corporate and consumer marketing perspective. The brand’s marketing director Steve Clode, who joined from Nationwide last year, has reviewed its marketing function over the past months.
There is also speculation that Clode is planning a major UK sports sponsorship. The company has recently concluded a deal as shirt sponsor of Ajax Amsterdam Football Club.
Clode says: “The appointment of Leith is a significant move for us as we seek to bring the Aegon brand to life in the UK market.”
He says the company has “major ambitions” for the brand, and to make it stand out in “a market where many customers find it difficult to differentiate between the key players”.