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The Saga group is reviewing its media planning and buying account

less than a month after the merger between the incumbent, CIA UK, and

The Media Edge.

It becomes the third piece of business to review out of the agency since

the alliance was announced, and follows Wrigleys and the household goods

manufacturer Henkel.

Saga, which incorporates a number of businesses catering for the

over-50s, spends around £7 million above the line in the UK.

However, below-the-line activity is expected to add around £5

million to the total.

The agency has worked with Saga for more than ten years and benefited

from a centralisation of media arrangements for the group's other

businesses in 1998, beating Carat Direct for the combined account.

CIA took Saga on to TV for the first time as it attempted to change the

image of over- 50s from silver-haired zimmer frame devotees to more

active members of the community. The change in image extended to a

glossy lifestyle magazine, featuring glamorous cover stars such as Mick

Jagger and Julie Christie. Ogilvy & Mather was originally appointed to

create the TV rebranding campaign but was replaced by Doner Cardwell

Hawkins last year. Saga appointed RPM3 to handle its financial arm, Saga

Services, in February.

Planning and buying for Saga's operations continues to be pooled and the

review will include the group's interests in holidays, radio and home

and motor insurance.

Both CIA and Saga were unavailable for comment as ±±¾©Èü³µpk10 went to

press.