Aegon's new marketing chief imposes change
Life and pension company Aegon UK, based in Edinburgh is to review its media buying account following the appointment of former Nationwide marketing chief, Steve Clode to the newly created role of director of marketing and customer strategy.
As a result of Clode’s appointment, the company is to review its £2million media planning and buying account. The review is expected to be concluded at the end of this month.
Incumbent, Ptarmigan Media, which has worked with Aegon for seven years, will repitch for the business.
The Drum has also learned that Aegon Asset Management, one of the company’s four business units, held a five-way pitch last month, with four Scottish agencies and one London agency. It is thought that the company may also review its digital account in the near future.
Clode’s remit in the new role is to build the awareness of the Aegon brand across the UK, as The Drum has learned that it is widely accepted within the company that its public profile is not widespread.
As well as brand development, Clode will also be responsible for its marketing and sponsorship strategy, working across all of Aegon’s businesses in an attempt to develop “a more unified approach” to the group’s position within the financial market.
Clode said: “Aegon is a hugely successful organisation already, but I believe that if we can improve the way we market our strengths to our customers, and focus more keenly on developing the brand, there is considerable scope to take things to a higher level.”
Otto Thoresen, chief executive of Aegon UK commented: “Our challenge is to develop our brand for the future, and improve the way we present our organization to customers.”