Midshires holds £5m ad review

Birmingham Midshires is reviewing its £5m advertising account held by Grey Worldwide and direct marketing agency BDMA Manchester.

Birmingham Midshires is reviewing its &£5m advertising account held by Grey Worldwide and direct marketing agency BDMA Manchester.

The Halifax-owned building society is seeking a fresh approach as it repositions itself as a specialist mortgage lender. The company is considering consolidating all of its advertising into one agency.

The pitch is being handled by the AAR.

The move follows the appointment last month of Tim Hague as head of savings and investments marketing. Hague and marketing director Tony Crawford will oversee the final stages of the review (MW September 27).

Birmingham Midshires’ ad spend – principally on press, poster and radio ads – is split evenly between its two agencies.

Grey is being invited to repitch for the account, which it has held since the early Nineties. BDMA will be invited to repitch if the company decides to continue with separate accounts.

The building society was bought by the Halifax bank in 1999 and is seeking to carve a niche for itself by offering, among other products, buy-to-let mortgages and expatriate loans.

Birmingham Midshires employs more than 2,000 people and manages assets worth more than &£10bn. The society’s branch network is concentrated in the West Midlands, North-west and South-west. It also offers postal and telephone savings accounts.

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