Antidote wins £7m Hastings Direct job

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Hastings Direct: hands £7m ad account to Antidote
Hastings Direct: hands £7m ad account to Antidote

Hastings Direct, the insurance company, has appointed Antidote to handle its £7 million advertising account.

The agency won the business after a three-way pitch against St Luke's and Johnny Fearless. The review, which began in August, was handled by Creativebrief.

The appointment comes as the brand looks to build its profile after a four-year TV advertising hiatus. It had preferred instead to concentrate on developing its business through aggregators.

Hastings Direct's last TV campaign launched in 2008 and was created by the integrated agency Story. The ad included a cartoon knight and its brand mascot, Harry. It featured the strapline: "Do your thing."

Hastings Direct currently works with Rapp on its media planning and buying, as well as some direct marketing projects. That relationship is unaffected by the review. Hastings has also previously worked with MediaVest Manchester on SEO.


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