Abbey National has appointed Ludgate Communications to handle PR
for its soon-to- launch e-banking services. The contract, believed to be
in excess of pounds 100,000, was appointed after a three-way pitch.
The services are aimed at Abbey’s 15 million existing customers and will
allow them to pay bills, set up direct debits and transfer cash from one
account to another.
The launch is planned for late April and Ludgate hasbeen charged with
creating a ’wow factor’ campaign and maintaining interest in the new
service until the end of July, when its appointment will be reviewed.
Ludgate will also be overseeing the launch of the bank’s digital TV
services this summer.
Both the digital TV banking and the retail internet services will be
An account team of eight will be headed by Ludgate’s strategic director,
Iain Anderson. The team will work closely with three in-house PR staff
and report directly to Abbey National’s media relations manager Lorna
A touring road-show featuring a model living room is one of the campaign
ideas being put forward by Ludgate. The living room would come complete
with interactive digital TV, WAP phone and on-line computer and would
allow press and consumers to ’touch and feel how the new Abbey National
services operate,’ said Anderson. An interactive CD, previewing the
services, was also an option. Abbey is also soon to launch cahoot.com,
an internet banking service for over-25s who do not need branch back-up.
Jackie Cooper Public Relations was appointed to oversee its launch in
February, with the service scheduled to go live in the next few months.