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Saga assigns £30m consolidated media brief

First published on Campaign magazine.

Over-50s brand Saga has consolidated its £30m media strategy, planning and buying account into dentsu’s iProspect UK.

The contract starts in September and the appointment follows a competitive tender process.  

Saga previously worked with several media agencies, including VCCP Media since 2019. As Campaign reported in February, VCCP, which also handles Saga’s creative account, declined to repitch for the media side of the business.

Mindshare has been Saga’s SEO agency since 2021, while iProspect has handled its digital media services since 2019.

iProspect will work on Saga’s data, digital and brand strategy and the brief will also include progressing the brand’s transformation plan and driving growth.

Gill Harris, Saga brand director, said: “iProspect's passion and enthusiasm for our brand proposition, as well as its in-depth understanding of our target market and digital expertise, makes it the ideal business to help us accelerate our growth ambitions and maximise the potential value of our database.

“I would like to thank our agency partners for their expertise and support over the years. The team at VCCP Media has been integral to launching our ‘Experience in Everything’ campaign in 2021 with its excellent media strategy and planning, which has since improved brand perceptions and our marketing payback. Mindshare has been instrumental in optimising our websites.”

James Bailey, chief executive at iProspect UK, said: “Saga was seeking a transformation partner who could optimise its database and create innovative media strategies to enhance its market-leading offer.

“Our team’s forward-thinking approach and brand building expertise will deliver exceptional media experiences that drive awareness of Saga’s compelling proposition as well as progress its growth ambitions.”