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iProspect wins Saga’s £30m media strategy, planning and buying account


Saga, the UK’s leading provider of products and services tailored for those over 50, has awarded its £30m media strategy, planning and buying account to iProspect UK.

The new contract sees Saga consolidating its media requirements into a single agency following a competitive tender process.

The new multi-year contract, starting from September 2023, will be integral to Saga’s wider data, digital and brand strategy, which champions what Saga is calling “Generation Experience” – 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. This remains a significant driver of Saga’s ultimate ambition to become THE Superbrand for older people in the UK.

Dentsu-owned iProspect, which operates Northern offices in Manchester, Leeds and Newcastle, will play a key role in “driving progress against Saga’s wider transformation plan, furthering the business’ growth ambitions” while promoting ‘positive ageing’ that reflects customers as the experienced individuals that they are.

Gill Harris, Saga brand director, said: “It is with great excitement that we can announce iProspect as our new media strategy, planning and buying partners. Their 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.

Harris also took time out to offer thanks to Saga’s existing agency partners: “The team at VCCP Media have been integral to launching our ‘Experience is 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.”

Saga has worked with VCCP Media since 2019 and with Mindshare since 2021.

James Bailey, CEO iProspect UK 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 and help further Saga’s position as the champion for people over 50.”

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