According to an LV= spokeswoman, marketing is to be aligned into the individual business areas, and as a result Radford has opted to ‘seek new challenges’ away from the insurance company.
Radford joined LV=, known at the time as Liverpool Victoria, in 2002 as head of brand communications. During his tenure he played a significant role in the organisation’s rebrand to LV=. Earlier this year, Radford also led the development of LV=’s biggest prime-time TV ad push to date, which highlighted the insurer’s mutual status.
Prior to joining LV=, Radford spent six years as marketing communications director at Barclays. He had previously operated as UK marketing director for Canadian brewer Labatt.