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

February).



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

brand.’



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.



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).