Saga, which is well-placed to capitalise on the UK's ageing population, has just landed its second radio licence. Its offering spans holidays, financial services, insurance and household products. Last year it launched a car-selling service branded Saga Car Direct.
As well as its £7m adspend, the company has earmarked £5m for below-the-line marketing. The firm's customer magazine has a circulation of 1.1 million.
The group is split into Saga Holidays and Saga Services, which houses the remainder of the company's interests. Each operate their own marketing teams. Saga Holidays hired Doner Cardwell Hawkins two years ago to rejuvenate its brand and widen its appeal. Prior to that it used Ogilvy & Mather as its lead creative agency.
Mediaedge:cia held onto the business in a final-round pitch against Carat and Universal McCann.
CIA has held the Saga media business for 10 years, during which it has taken the company onto TV for the first time in an effort to change the image of the over-50s from silver-haired couch potatoes to active members of the community.
The merger of CIA and Mediaedge prompted a number of clients to review their media arrangements, including Wrigley and household goods manufacturer Henkel.
_1.jpg)
.jpg)
