The Alliance & Leicester is trawling for a media agency to help it
develop a more effective communications process.
The bank wants to find a partner to help it get the best from its
communications mix and develop a more co-ordinated approach to its
This means deciding when and over what period of time to use different
media, as well as making sure the message is coherent across different
disciplines. The agency would control all strategic planning, while
other A&L agencies would be responsible for implementing the work.
The move is part of a drive by A&L to improve three key areas:
awareness, levels of response and footfall in individual branches.
The bank is understood to have shortlisted a number of agencies,
including its three incumbent media agencies, BMP OMD, Tri-Direct and
AMS Direct and at least one other, to pitch for the project.
Judy Jackson, the bank’s marketing communications brand management
manger, said: ’It’s about making the communication process better and
nothing else. We’re looking for an agency with ideas for strategic input
about how we might go about this.’
A&L’s pounds 15m media planning and buying account, handled by BMP OMD,
is unaffected by the review. Creative will continue to be handled by the
agency’s sister arm, BMP DDB.
A&L is also gearing up for a move into online banking. Exact details are
still under wraps, but the bank is currently a step behind most of its
competitors in this regard.
Meanwhile, A&L’s ousted chief executive, Peter White, has moved a step
closer to filing a claim for unfair dismissal.
White was dismissed shortly after merger talks between A&L and the
Woolwich broke down amid reports that his abrasive personality had
contributed to the collapse of the deal.