HBOS appoints OgilvyOne to head up direct strategy

by Staff,, Brand Republic 20-Jan-05, 07:00

LONDON - Halifax Bank of Scotland Retail has awarded its £10m direct account to OgilvyOne, following a review of the business.

The review sees the incumbents JDA and Navigator, which have worked with HBOS since 2002, remain on HBOS's roster.

However, OgilvyOne becomes the lead strategic direct marketing agency and has been entrusted with providing strategic input to deliver more effective direct marketing.

It will also be involved in the creative execution of direct mail and email campaigns for a wide range of services from the Halifax and Bank of Scotland brands.

The above-the-line account and interactive work remain with DLKW and DLKW Dialogue respectively.

Steve Griffiths, head of Halifax and Bank of Scotland marketing at HBOS Retail, said: "We hired OgilvyOne for its outstanding strategic and data analysis expertise. It will be working with us on a number of strategic projects to move the effectiveness of our direct marketing to a new level."

Paul O'Donnell, chairman of OgilvyOne EMEA, said: "We look forward to working with HBOS to extend its strong brand equities into mutually rewarding customer relationships. And, as one would expect from HBOS, we will be doing this with scale and within a precise measurement and ROI context."

HBOS Retail has more than 20m customers and approximately 1,100 branches throughout the UK.

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