Saga trawls agencies for finance services TV brief

Saga’s financial services division is seeking an agency to handle a multi-million pound advertising push. The company has approached several direct marketing agencies in the past month about a direct-response television campaign.

The move, say insiders, is casting doubt on the company’s relationship with Saatchi & Saatchi.

Pitches took place last week but it is not yet clear how Saatchi & Saatchi will be affected.

A spokeswoman for the agency says the pitch was only for a one-off project and does not affect its grip on the £3.8m creative account. Saga declined to comment as Marketing Week went to press.

Saga produces most of its direct marketing work in house and uses Saatchi & Saatchi for its TV ads.

Saga made its name selling financial and travel products to the over-50s. It went through a £1.35bn management buy-out, backed by private equity group Charterhouse, last October.

The company has two divisions, Saga Holidays and Saga Services, and each have their own marketing teams. Doner Cardwell Hawkins handles creative duties for the £3.2m holidays account.

The new management team moved Saga Group’s media planning and buying account out of Mediaedge: CIA and into Carat last month (MW June 9).

In March, financial services marketing director Michael Cutbill left the company (MW March 10) after working out his notice period following the takeover. Saga is still looking for a replacement.


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