A&L hunts agency for strategic planning

The Alliance & Leicester is trawling for a media agency to help it develop a more effective communications process.

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

branding message.



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.



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