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.