The Guardian Royal Exchange group is reviewing its pounds 3.25
million advertising account, which has been with CDP for a decade.
GRE is understood to have called the review after an internal rethink
concluded that there was a need to focus more on the main Guardian brand
rather than on individual insurance products.
CDP handles all GRE’s main advertising, including its healthcare and
corporate accounts. However, the group currently puts the lion’s share
of its spend behind the Guardian Direct name, concentrating on car and
home insurance deals. It spent just pounds 394,000 on corporate
advertising last year, according to AC Nielsen MEAL.
It is not clear whether CDP has been invited to repitch for the
business, although GRE is known to have been talking to agencies in the
past few weeks with a view to drawing up a long list. The review does
not include media planning and buying, which was centralised into BBJ
Media Services last April.
David Halston, marketing manager of Guardian Direct, confirmed that the
group was examining its advertising arrangements. He added: ’We have
been looking at a number of options but can’t make an announcement
CDP began working with GRE in 1988, but the account became dormant
between 1990 and 1994. The agency was subsequently re-briefed to launch
the group’s direct operation after a secret pounds 6 million pitch.
Chris Macleod, CDP’s chairman, was unavailable for comment as Campaign
went to press.