CGU awards McCanns merged creative task

McCann-Erickson has won the creative assignment for the newly created insurance brand, Commercial General Union.

McCann-Erickson has won the creative assignment for the newly

created insurance brand, Commercial General Union.



Senior executives of the company, formed by the merger of Commercial

Union and General Accident, are dropping their current roster shops -

Publicis and Duckworth Finn Grubb Waters - in favour of McCanns. Budgets

are under discussion but are believed to be about pounds 8 million.



Officially, the work of all three agencies is still in research and no

formal announcement will be made before next week. However, McCanns is

seen as a logical ’neutral’ choice as one of the few big agencies with

no conflicting financial business.



Lowe Howard-Spink was also a contender after the loss of its Lloyds Bank

business but was eliminated from the contest at an early stage.



Neither Publicis, General Accident’s agency, nor Duckworth Finn, which

handled Commercial Union, were expected to be handed the combined

account because of tensions between the merger parties. ’Despite the

merger, CGU is effectively still two companies,’ an insider said.



At the same time, Publicis’ slim chance of winning the account virtually

disappeared when the agency picked up the Woolwich creative account last

month (Campaign, 16 April).



Ben Langdon, chief executive of McCanns, declined to comment but an

industry source said: ’The agency did a good pitch. It’s looking very

positive.’



The media buying account is held by CIA Medianetwork, which was awarded

the merged company’s launch campaign last August, and will be reviewed

once the creative appointment has been made. CIA had worked with General

Accident before the merger.



CGU put its creative account up for pitch at the end of last year, three

months after being assigned the rebranding campaign. The advertising

featured the line ’CGU and you’ which is expected to be carried through

to the new work.