Saga prepares for planned sale with hire of Brunswick

Saga, the travel and insurance business for the over-50s, has appointed Brunswick to handle financial PR ahead of the company’s sale.

Brunswick was brought in to handle last week’s announcement that company founder and executive chairman Roger De Haan is to retire. Investment bank UBS has been retained by Saga to advise on the sale of the company, which should take place in 2004.

The appointment does not affect the firm’s other retained PR advisers, which are Lansons Communications for its financial services business and Weber Shandwick for Saga Holidays.

Brunswick declined to comment on its work for the company, but a Saga spokeswoman confirmed the agency had been hired to provide PR support for the sale.

Although the vast majority of Saga’s profits are drawn from its financial services products, it is thought the business will be sold as a single unit rather than broken up.

Saga, founded by De Haan’s father in 1951, made a pre-tax profit of £48m in the year to January 2003.

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