Online bank Egg has taken on its first agency since carrying out a
complete external communications overhaul and PR strategy review.
The bank - Prudential's London Stock Exchange-listed internet arm - has
hired financial services specialist Lansons Communications on a project
brief to handle the launch and post-launch PR for its new mortgage
product, the Egg Saver Mortgage.
Egg head of corporate communications and PR Emma Byrne said the
appointment is in line with their new strategy to appoint external PR
support on an ad hoc project basis only, drawing on a roster of
Byrne, who carried out the PR review after her appointment earlier this
year (PRWeek, 19 January), is drawing up the roster and says more agency
hires are to follow.
'Having had a review of the marketplace and looked at our needs, I have
decided that using a selective roster of agencies helps overcome
possible conflicts of interests and I believe it will ensure ideas are
kept fresh and up to date,' she said.
Byrne - who joined Egg from Weber Shandwick Worldwide, where she was an
associate director - knocked incumbents Brunswick and Biss Lancaster off
the previous roster as part of the communications review.
Lansons will work on a brief to design and implement product PR
strategies for the Egg Saver Mortgage, targeting personal finance press
and media, consumer magazines and nationals.
Reporting to Byrne, Lansons associate director Shirley Hatherton will
head the account.
The Egg Saver Mortgage links savings to home loans, allowing people to
pay off their mortgages earlier.