Birmingham Midshires job goes to DLKW

Halifax-owned building society Birmingham Midshires has handed its

£5m advertising account to Delaney Lund Knox Warren, with a brief

to revitalise the brand and position it as a specialist mortgage


DLKW triumphed after a three-way pitch, which involved incumbent agency

Grey Worldwide and financial specialist Citigate Albert Frank.

The deal sees Birmingham Midshires consolidate all its advertising into

the one agency; previously direct marketing agency BDMA Manchester

worked on the account alongside Grey Worldwide but it was not asked to


The pitch was overseen by Birmingham Midshires marketing director Tony

Crawford and Tim Hague, head of savings and investments marketing and

was carried out via the AAR.

DLKW's brief is to flag up its buy-to-let mortgages offerings and

expatriated loans. These are deals for people moving out of the UK, but

who want to retain a hold on the property ladder or foreign nationals in

the UK who want a fixed-term contract.

The creative work will also aim to build on the brand's efforts to grow

through launching innovative products.

Birmingham Midshires is based mostly in the West Midlands, North-West

and South-West of England. It was bought by Halifax in 1999.

As well as mortgages it also provides a range of post and telephone

savings accounts and services. The company was founded in 1849 by

bringing together around 50 existing building societies.

The move strengthens DLKW's ties with HBOS. It already holds the

advertising business for the Halifax, Bank of Scotland and eSure brands,

all of which fall under the HBOS umbrella.


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