Bradford & Bingley launches new brand identity with BJL campaign
Bradford & Bingley has launched its new brand identity and a through-the-line campaign, created by Manchester-based BJL Group.
The launch sees a departure for Bradford & Bingley from selling competitors\' mortgages to the selling of its own branded mortgage products.
The new brand identity can now be seen in all of Bradford & Bingley\'s 205 branches nationwide. In Spring 2007, a campaign will be launched that will include national press advertising, to build on the new brand awareness.
It is now a full year since BJL first began working with Bradford & Bingley, having been appointed to handle the account in 2005 alongside fellow Manchester-based agency CheethamBell JWT. However, an agency review was conducted in August, following Stephen Rowe\'s arrival as Bradford & Bingley\'s brand communication director, which resulted in BJL been appointed to handle the entire £3.5 million account.
Commenting on the work, account director for BJL Group, Paul Ray said: \"The new work is rooted in Bradford & Bingley\'s true understanding of what is important in people\'s lives, and knowing the role that brand can play in helping consumers get wherever they want to be.\"
Alison Longbottom, head of group communications and marketing services, said: \"The team set out to create a distinctive campaign that engages by encapsulating the emotional benefit of our offering. This is further enhanced by a tone of voice, which reflects the reassuring and genuine nature of the Bradford & Bingley brand.\"
Previous Bradford & Bingley campaigns created by BJL include the \'Make a Clean Start in 2006\' TV campaign, which featured TV cleaning stars, Kim Woodburn and Aggie MacKenzie.
The campaign was launched in January last year to communicate how the building society\'s services may help to combat the post-Christmas financial blues.