NEWS: Ludgate chosen to build First National presence

Ireland’s biggest and oldest building society, First National Building Society, has hired Ludgate Communications to help it build a presence in the highly-competitive UK postal accounts market.

Ireland’s biggest and oldest building society, First National Building

Society, has hired Ludgate Communications to help it build a presence in

the highly-competitive UK postal accounts market.



It is the first time that FNBS has hired a UK PR adviser and follows its

launch of a direct sales product in January. The products will be

promoted nationally from this weekend.



Ludgate pitched against Lansons Communications, First Financial, and

Hill Murray to win the account, the fee and budget for which are

undisclosed. There was consolation for Lansons, however, when it was

handed the product PR for FNBS mortgage provider subsidiary Mortgage

Trust (PR Week, 16 February).



FNBS will be taking on the other established building societies in the

postal accounts sector which include Cheltenham and Gloucester, Bradford

and Bingley and Alliance and Leicester.



‘We have the same language and media as the UK so there is a tremendous

affinity between the two countries. Some would say it is a crowded

market but we believe there are a lot of opportunities,’ said FNBS head

of direct Services Paschal O’Flaherty.



Ludgate director Simon Robinson said the agency would be using media

relations predominantly and would initially target the more than nine

million Irish and Irish descendants living in the UK who are familiar

with the building society’s name.



* French financial PR firm IS Conseil has joined the Ludgate network as

an exclusive partner. The firm is owned by Euro RSCG through its Omnium

subsidiary but operates independently. Ludgate and IS Conseil worked

together on the privatisation of aluminium and packaging group Pechiney.



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