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.