BMP wins pounds 3m account for Guardian Royal Exchange

BMP DDB has been appointed by the Guardian Royal Exchange Group to handle the pounds 3 million Guardian Direct business.

BMP DDB has been appointed by the Guardian Royal Exchange Group to

handle the pounds 3 million Guardian Direct business.

The win follows a pitch against WCRS, Delaney Fletcher Bozell and the

incumbent, CDP. The review was called three months ago (Campaign, 27


Chris Chadwick, the new managing director of Guard-ian Direct, said: ’We

have asked BMP to develop a new campaign and to work with us on a

long-term strategy for the company and the brand.’

Chris Cowpe, the joint managing director of BMP, said: ’Guardian Direct

operates in a crowded market; we relish the opportunity to build on its

success since launching in 1994 and to generate a strong and robust


Guardian Royal Exchange’s advertising account had been held by CDP for a

decade. It is understood that the review was called after a decision to

refocus advertising on the main Guardian brand and less on individual

insurance products.

Media buying will stay with BBJ Media Services where it was centralised

in April1997.

The Guardian Royal Exchange Group is the umbrella for a number of

different products including Guardian Direct, Guardian Insurance,

Guardian Health, PPP Healthcare and Guardian Financial Services.

Guardian Direct is assigned the majority of the advertising budget.

Guardian Royal Exchange acquired PPP Healthcare for pounds 435 million

last December. It axed the post of marketing director last month and

appointed PPP’s group communications manager, Tom Harvey, to the new

role of director of communications.

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