CDP on alert as Guardian Royal Exchange reviews pounds 3m account

The Guardian Royal Exchange group is reviewing its pounds 3.25 million advertising account, which has been with CDP for a decade.

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

yet.’



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.



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 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).