News & Events

Halifax switch marketing campaign in economic downturn

Date posted:

6th August 2008

The Halifax has chosen DLKW to continue its advertising contract with the bank despite offering the contract up to multiple companies recently.

The Halifax has chosen DLKW to continue its advertising contract with the bank despite offering the contract up to multiple companies recently.

The high street bank has had to rethink its advertising strategy in light of the economic downturn which has seen consumer confidence freefall and lending dry up.

Taking on a more serious note, the Halifax's new advertising campaign is said to be removing Howard Brown, the company's famed singing member of staff, from the limelight, and offering a campaign that better conveys the banks' understanding of the seriousness of consumers' outlook.

However there is a very good chance Howard will remain in the adverts, in less prominent positions.

The shift in the Halifax's advertising focus represents one of the many challenges still facing the industry, which relies on recruiting creative talent.

In the face of an economic downturn, advertising budgets are cut quickly, meaning recruitment suffers as marketing companies experience a dip in revenue.

Reworking a successful, £18 million-a-year campaign such as Halifax's ten-year Howard promotion however, is one way of ensuring that revenues do not dip, and marketing recruitment can remain positive.

Blue Skies Marketing Recruitment works on behalf of both permanent and freelance agency and in-house candidates across the creative, design and branding, digital, DM, events, experiential, integrated, PR and sales promotion sectors.