Magazine article Marketing

Leeds Marketers Call Tune in N&P Merger

Magazine article Marketing

Leeds Marketers Call Tune in N&P Merger

Article excerpt

Some of The National & Provincial Building Society's key brands will disappear as the Leeds marketing team takes over the driving seat of the merged society.

The latest |pounds~1.7m TV campaign by Abbott Mead Vickers BBDO for The Leeds Home Arranger service, which features George Cole, is still scheduled for a September launch, and insiders say long-term plans for the Leeds Liquid Gold brand are secure. This would mean the demise of N&P's lesser-known equivalents, Home Mover Advantage and Instant Reserve.

"The Leeds has developed a particular niche in the marketplace based on the foundations of a successful marketing strategy, and we will be looking for this to continue once the merger has been approved," says The Leeds's executive commercial director, Chris Chadwick, who also emphasises that AMV would stay in place. "We have no intention to review the position of Abbott Mead Vickers as our advertising agency."

But, as if to highlight the uncertainty that surrounds the merger, N&P's corporate communications manager Phil Reed told Marketing that "either, both or neither" AMV or N&P's agency GGK may be used after the merger.

While the Leeds' marketing department was strengthened in July 1991 when Judy Atchison arrived as head of group marketing, moving over from Ranks Hovis McDougall after a career in consumer goods, N&P has been without a head of marketing since Bernard Edwards left as director of customer requirements in June this year. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.