Nationwide seeks agency for Irish launch

by Alex Brownsell, Marketing 16-Oct-08, 15:17

LONDON - The Nationwide Building Society has confirmed it is looking for a creative agency to launch the financial-services brand in Ireland.

The decision follows Nationwide's announcement in August that it planned to extend into the Irish market.

Oystercatchers, which is handling the selection process, has drawn up a shortlist of agencies, and a competitive pitch is set to take place before the end of the year

Nationwide said the recruitment will not affect its relationship with its UK agencies, which include creative agency Leagas Delaney. Media planning and buying will be managed by MPG, which won the business in April this year.

Peter Gandolfi, head of brand strategy at Nationwide, said: 'We are looking for an agency that fully understands the financial-services landscape in Ireland and that can help position Nationwide in the market.'

The brand recently launched a TV campaign in which its 'bank manager' character, played by comic actor Mark Benton, was depicted entering a Nationwide branch for the first time to give the campaign a more positive slant.