Agency Republic wins share of Egg direct response task

LONDON - Egg has appointed Agency Republic and its sister agency Claydon Heeley Jones Mason to handle its £30m direct response account, which Revolution revealed last month would include a significant amount of digital work.

The bank, which has a total annual marketing budget of £40m-£50m and is reported to have spent £6m online in 2004, has appointed Agency Republic to drive online direct response activity, focusing mainly on the Egg Card, but with increased spend on insurance, mortgages and savings.

It conducted the pitch through agency selection group AAR to find an agency with digital skills to meet its direct needs.

Together, the agencies will have specific responsibility for online and offline direct response activity, working alongside Egg's other agencies, Mother and MediaCom.

Richard Taylor, head of brand communications at Egg, said: "It is an important time for Egg with the financial market place becoming increasingly competitive. We are extremely pleased to have Agency Republic and Claydon Heeley Jones Mason alongside us to help us consolidate our position as leading online bank in the UK."

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