Adam & Eve beats RKCR/Y&R in needle match for £25m Halifax

This one would have made Liverpool versus Manchester United look like a friendly Lancashire kickabout. Adam & Eve, the breakaway from RKCR/Y&R whose partners were successfully sued for £750,000 by WPP boss Sir Martin Sorrell for breaking the terms of their gardening leave, has beaten WPP’s RKCR/Y&R (can’t they just decide to be one or the other?) in a shootout for the £25m Halifax banking account.

Last year RKCR (there, we’ve done it) pulled out of a pitch for the BBC’s new YouView service (eventually won by A&E) rather than confront former senior employees David Golding, James Murphy and Ben Priest in a head to head pitch.

But the Halifax’s £25m was clearly too tempting. Also the Halifax is owned by Lloyds Banking Group, a RKCR client, so it probably felt obliged to have a go anyway. Bit unkind of Lloyds to put two deadly enemies on its roster though.

Abbott Mead Vickers BBDO pulled out of the pitch late on, maybe it didn’t want to crash a private argument. Or maybe it has another big finance account lined up.

Adam & Eve is the UK agency on a roll at the moment (not that RKCR is doing badly), picking up agency of the year from both Campaign and Marketing and winning justified plaudits for its work for all-conquering John Lewis.

Halifax advertising through Lowe-owned DLKW has been a bit tabloid recently (this is being kind). It will be interesting to see what the highly taste-conscious Adam & Even comes up with.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.