LNC to rebrand savings agency

Lloyd Northover Citigate has been awarded a five-year contract for design and identity consultancy services to Government agency National Savings.

The consultancy was shortlisted with Fishburn Hedges and Holmes & Marchant following an ad in the Official Journal of the European Community. National Savings, which reports to the Treasury, develops and markets investment and savings products to the public, such as Premium Bonds.

National Savings is reviewing its brand positioning in the financial services market, says an LNC spokesman. Although consumers are familiar with National Savings, the agency suffers from an image stuck in the post-war years, says LNC vice-chairman Jim Northover. “The challenge is to reposition it as relevant for today,” he adds.

LNC will carry out a strategic review of National Savings’ communications and brand identity. “There is likely to be a new identity,” says Northover.

Form design is another major part of the project, as National Savings issues thousands of different forms and documents.

National Savings became a Government agency two years ago, since when LNC has designed its annual report.

The agreement by LNC’s holding company Incepta to buy Frankfurt communications firm Alexander Demuth gives the group a base in Germany. LNC has worked with the Frankfurt group in recent months.

See News Analysis, page 8