±±¾©Èü³µpk10

The decision followed a four-way pitch that included Universal McCann and OMD UK. Starcom and PHD pulled out earlier in the process. Media Planning Group was also on the early pitch list.

The review was first revealed in Media Week (20 September).

The account returns to Carat after it was lost to MindShare in July 2003. The offline media review is the biggest review of planning and buying since a £26m brand overhaul, two years ago, that saw the group re-brand as Abbey, dropping National from the company's name. It had a 60-year history as Abbey National.

The aim was to present a less stuffy, warmer, brand image to consumers and to connect with the bank's recognised strapline, "The Abbey habit".

The group was also keen to concentrate on selling personal financial services, such as mortgages, savings and investment.

The last media review that saw the account move into MindShare was initiated by former chief executive Luqman Arnold less than a year after joining Abbey. He also reviewed creative, moving it out of Euro RSCG into TBWA/London. This account recently moved into WCRS.

Abbey director of brand communications Jeremy Davies said Carat would take over the 2006 media activity for the Abbey and Cahoot brands.

He added: "We have undergone major changes in our brand and advertising since the beginning of this year and now we need a fresh approach to getting the best value from our media planning and buying."

Carat UK managing director Neil Jones commented: "We are pleased that Abbey has returned to its spiritual home after we lost the business two years ago in spurious circumstances."

However, losing media agencies complained about the pitching process this time around, claiming it was based largely on the lowest price.

They said they were asked to tender proposed media prices and fees into an online grid, in a form of "Dutch auction" without any ability to counter-propose.

In August, MindShare's digital division, MOne, retained Abbey's £8m digital media and search business after fighting off bids from Starcom Digital and Carat Digital. The account also covered Abbey's online banking arm, Cahoot.

In April, Abbey appointed Grand Union to its £7m digital marketing business, which was held by Tequila\London. The latter continues to handle offline direct marketing for the financial giant.