City & Corporate: FD lands retained Saga brief

Over-50s group gives six-figure contract to FD to handle specialist products.

Saga Group has signed up FD to promote its specialist financial services products targeted at the over-50s.

FD will work across the firm's non-holiday business, handling corporate and consumer PR for its insurance, financial services and publishing products.

The account is thought to be worth about £150,000 and was previously held for more than seven years by Lansons Communications.

A competitive pitch process kicked off in March, as reported by PRWeek (, 22 March), and will see FD start work on the account in July.

Saga's roots are in travel products for the over-50s, but more recently the vast majority of its income comes from other sources, such as car, home and medical insurance or financial products, such as ISAs and credit cards.

FD will bring together a number of its different corporate divisions to work on the account, which encompasses mainstream and specialist media relations, digital and social media, and the agency's healthcare team, FD Sante, to underpin work on Saga's medical insurance products.

Guy Bellamy, FD MD of creative services, said: 'At a time when many financial services brands are coping with trust issues, Saga has an enormous opportunity to leverage the high levels of confidence and trust people have it its brand and services. Demographic change in Britain will help Saga to become one of the most relevant and iconic consumer brands in the next few decades.'

Bellamy leads the account alongside Bree Sims, vicepresident at FD Consumer Dynamics. Bellamy explained that the agency had put together a team of younger, creative PROs and more experienced consultants.

Senior agency figures John Waples, MD, and Celia Hall, FD Sante senior vice-president, will work on the account.

Paul Green, head of communication for Saga, commented: 'As the media landscape becomes much more multi-layered, we wanted to bring in an agency that had expertise in all the major consumer and trade media, backed up by first-class sector skills.'

Saga is part of Acromas Holdings, formed when private equity owners merged the brand with motoring group the AA in September 2007. FD previously handled consumer PR for AA loans.

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