Lansons Communications lands Egg mortgage work

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

non-retained agencies.

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.

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