From Lloyds to Hargreaves Lansdown, Financial Brands Update Their Media Accounts
In this new column, we explore key account earnings and review the announcements of the week. This week, banks and personal finance brands look to refresh their agency partnerships as the trend of account consolidation continues.
Bristol-based investment firm Hargreaves Lansdown chose Hearts & Science as their media agency partner this week, following a competitive pitch. This is the first in a long line of media reviews on finance and banking brands to come to an end, with reviews also underway at Santander and Lloyds.
Financial firm FTSE 100 said Hearts & Science, whose other clients include comparison site GoCompare, Amazon-owned audiobook brand Audible, and electronics firm Sega, were the “clear choice.”
Simon Coomes, Head of Marketing and Sales Performance at Hargreaves Lansdown, said: “The Hearts & Science team has impressed us with their understanding of the audiences and customers of our department, as well as their understanding of what we are doing. want to accomplish with our media. spend.”
The agency, originally founded by Omnicom to serve the media needs of Procter & Gamble, says it plans to “rethink” and “reinvent” personal finance marketing in the UK.
Bank brands on the move
Hearts & Science’s victory is just one of the recent reviews of banking and financial brand agencies. Lloyds Banking Group, another large banking institution, has requested a press review for its consumer brands Halifax and Scottish Widows. And the Spanish banking giant Santander also started this week a review of its space purchase and planning, with a view to consolidating its activities with a single European agency.
British incumbent Carat has been the bank’s media partner since 2008, although Santander’s media in its home market, Spain and Portugal, are managed by Arena, owned by Havas. Santander also operates in Poland.
Santander isn’t the only brand looking to refresh its media account – UK retailer John Lewis has announced that it is reviewing its purchasing and media planning after more than 10 years with MG OMD. The review is being led by Oystercatchers and will wrap up in the New Year, and will involve all media spending from John Lewis, Waitrose and John Lewis Financial Services. Its creative activity, owned by Adam & EveDDB, remains in place.
Santander magazine also marked another example of the recent trend towards consolidation of accounts; German pharmaceutical giant Bayer last week named MediaCom its full-service global media agency, adding China and Russia to the agency’s mandate. And last September, Daimler chose to consolidate its media account with Omnicom.
Movements you may have missed
UEFA’s Euro Women’s 2022 tournament has appointed a handful of agencies to support its marketing communications next year. M&C Saatchi Sport and Entertainment, MATTA, Threepipe Reply, Two Circles and Heart Productions were all hired to help organize the competition.
Outlet company McArthurGlen hosts creative review; its current partner agency VCCP has chosen not to pitch.
Takeaway titan Just Eat hired UM as a media partner after a two-way competitive pitch against Dentsu International.
Soccer brand Copa90 has engaged the public relations agency MatchFit as a strategic public relations partner before 2022, when the World Cup is due to take place in Qatar.
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