First direct has concluded its recent agency search for a new creative partner with the appointment of The Brooklyn Brothers, a global earned-first advertising agency. They beat Wundermand Thomson, RGA and Analog Folk in the competitive pitch process with the incumbent being Karmarama.
The appointment is part of a drive by first direct, which is celebrating its 30th anniversary this year, to differentiate it’s consumer offering and shake up the banking market much as it did when the brand originally launched. Helen Priestley, CMO at first direct, said: “first direct, the UK’s #1 organisation for customer service, has just celebrated its 30th birthday, and every day for those 30 years, we have been going above and beyond for customers and their money.
“For our next exciting chapter we will affirm our voice once again and invite a new generation of customers to get to know first direct. We are the original challenger bank and we intend to keep on challenging, so that we keep giving our customers what they really deserve from their bank.”
Commenting, Jackie Stevenson, founder and CEO of The Brooklyn Brothers, said: “As the original challenger bank, first direct set the bar for bravery and innovation in banking, and in 2020 its time to write the next chapter with an equally-innovative approach. We’re delighted to be working together with such a passionate team to deliver an earned- first platform for the brand that will truly matter to consumers and culture.”
The Observatory International assisted first direct with their agency search. Brooklyn Brothers will start work immediately.