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First Direct | Company Profile, Marketing Contacts, Media Spend, Brands




First Direct is a telephone and internet-based retail bank. The bank offers various financial services including online banking, insurance, mortgages, investments and sharedealing.

Main Telephone 0113 276 6100
Main Fax 0113 276 6774
Primary Address
40 Wakefield Road
Leeds, West Yorkshire LS98 1FD
England

First Direct Contacts

Contacts (5/15)
Name Title City
Tracy G. Chief Executive Officer West Yorkshire
Sample of Associated Brands
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Email: *****@*******.***
Main Phone: 0113 276 6100
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 40 Wakefield Road
Leeds, West Yorkshire
LS98 1FD
England

Amanda B. Senior Manager, Public Relations West Yorkshire
Mark B. Advertising Campaign Manager West Yorkshire
Andrew B. Customer Communications Manager West Yorkshire
Helen P. Marketing & Technical Communications Manager West Yorkshire

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
First Direct *******
First Direct Motor Insurance *
First Direct Home Insurance *
First Direct Personal Loan *

Agency Relationships


Brand Agency Service From To
***** ****** ********* ** Media Buying, Media Planning 2005 present
***** ****** ********* Creative 2017 present
***** ****** **** ********* ********* ** Media Buying, Media Planning 2005 present
***** ****** **** ********* ********* Creative 2017 present
***** ****** ***** ********* ********* ** Media Buying, Media Planning 2005 present

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WinmoEdge

Digital, Social Opps: First Direct hires head marketer and digital strategist


Subject: Sponsorship, Online, Digital, Mobile, Social. 

Company: First Direct was the first telephone bank when it launched in 1989 and is now a telephone and internet-based retail bank offering various financial services including online banking, insurance, mortgages, investments and sharedealing.

Opportunity: The bank’s former head of marketing communications, Ms. Zoe Burns-Shore, has become its head of marketing this month, over a year after its head marketer Lisa Wood joined HSBC-operated bank also hired on former Superdry mobile and digital strategist Kate Cuthbertson as head of digital to lead First Direct’s digital strategy. 

Experience: Ms. Burns-Shore specialises in both B2C and B2B brand and communications strategy, digital planning, CRM and social integration. Ms. Cuthbertson spent the last year helping form Superdry’s mobile and digital strategy to build brand engagement. Prior to that, she was Asda’s head of mobile innovation, where she built the Asda M-Commerce business from scratch taking mobile revenue from 0.5% to 30% in online revenue in 3 years. 

Marketplace: The financial services sector has been bravely embarking into the rubble of the financial crisis, and now, reportedly, business in the financial services sector is growing at its fastest pace since before the recession. The sector as a whole is looking over the next year to improve IT infrastructure and cyber security; cross-sell to existing customers and attract new domestic customers; and build new digital platforms to remain competitive and respond to changing customer needs.

Media Spend: The bank has increased its annual media spend since 2013, with spending nearly 138% more than 2012. Having spent £4.5m in total measured media during 2014, First Direct spent £4m in the first half of 2015, with Q3 and Q4 of the traditional calendar year historically seeing the most spend. TV and press have been the highest spending areas, with radio seeing around £16k last year after a year hiatus. 

Digital Breakdown: Last year, First Direct ran 48 standard display, 10 high impact and 10 video ads, according to Moat UK. Of the display ads run, 86% were run publisher-direct, leaving the rest to programmatic. There was a total of 289 destinations, 15% of which were mobile, with top ones including money.co.uk, currys.co.uk, jamieoliver.com, viewlondon.co.uk and moneywise.co.uk. 

The brand experienced heavier daily publishing activity during the months of January, February, May-July and August, with mobile mostly in January and video mostly in late October. Last year’s activity was close to double the digital activity recorded the previous year, when there were more sports-related destinations than financial. 

Agency Roster: Mindshare London handles media (since 2005).

First Direct
40 Wakefield Road, Leeds, West Yorkshire LS98 1FD, 0113 276 6100

Ms. Zoe Burns-Shore
Head of Marketing
zoe.burns-shore@firstdirect.com

Ms. Kate Cuthbertson
Head of Digital

Ms. Louise Fowler
Interim Marketing Director
louise.fowler@firstdirect.com