Over 50s specialist Saga has handed its media strategy, planning and buying account to iProspect UK, consolidating its £30m media business – previously split between VCCP Media and Mindshare – into a single agency following a competitive tender process.
The multi-year contract kicks off in September and will be integral to Saga’s wider data, digital and brand strategy.
The business, which was historically seen as the home of the cardigan and slippers brigade, has overhauled its image in recent years and now champions what it calls “Generation Experience”. Out have gone the “old fogeys” and in have come the “discerning, sharp and savvy people over 50” who bring a wealth of vibrant life experience to society and represent over a third of the UK population.
The strategy, which has been devised by integrated agency VCCP London, remains a major driver of Saga’s ultimate ambition to become a superbrand for older people in the UK. Last summer, the company appointed its first chief data officer, drafting in former Camelot executive Michael O’Donohue to take up the role.
Dentsu-owned iProspect will play a key role in driving progress against Saga’s wider transformation plan, furthering the business’ growth ambitions. At the heart of this is ensuring the brand continues to promote ‘positive ageing’ that reflects customers as the experienced individuals that they are.
Saga brand director Gill Harris said: “iProspect’s passion and enthusiasm for our brand proposition, as well as their in-depth understanding of our target market and digital expertise, makes them 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 have been integral to launching our ‘Experience in Everything’ campaign in 2021 with their excellent media strategy and planning, which has since delivered improved brand perceptions and improved our marketing payback, whilst our SEO agency Mindshare, have been instrumental in optimising our websites.”
iProspect UK CEO James Bailey added: “Saga was seeking a transformation partner who could optimise their database and create innovative media strategies to enhance their market leading offer.
“Our team’s forward-thinking approach and deep performance-driven brand building expertise will deliver exceptional media experiences that drive awareness of Saga’s compelling proposition, as well as progress against their growth ambitions. We can’t wait to get started.”
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