NEWS: Media Business Group tightens its grip on Direct Line business

campaignlive.co.uk, Thursday, 12 January 1995 12:00AM

Direct Line Insurance has consolidated all its media planning and buying into the Media Business Group by awarding its pounds 2 million poster contract to its specialist agency, the Poster Business.

Direct Line Insurance has consolidated all its media planning and buying

into the Media Business Group by awarding its pounds 2 million poster

contract to its specialist agency, the Poster Business.



The Poster Business won the account after a head-to-head pitch against

PPL. The incumbent, Portland Outdoor, declined to repitch after the

review was announced in December.



The Poster Business now plans a series of tests for its winning ideas in

the market.



Steve Allan, managing director of the Media Business, said: ‘We think

we’ve got some clever planning ideas. We need to test them first to make

sure we’ve got it right before developing a campaign for later in the

year.’



Allan said the win was an endorsement of the decision to form a trading

partnership between the Poster Business and the poster buying

specialist, Posterscope, just before Christmas. The deal married the

Poster Business account management and planning resource with

Posterscope’s buying expertise.



The Media Business already handles Direct Line’s pounds 15 million TV,

press and radio work, which will continue as before. The poster win,

which follows what Allan described as a ‘very tough’ pitch, has resulted

in a separate contract for the Poster Business.



Direct Line awarded its poster account to Portland just a year ago. But

key staff departures from Portland, including that of the managing

director, Terry Alexander, prompted another review.



This article was first published on campaignlive.co.uk

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