The change of strategy will mean an end to its "Where there's blame,
there's a claim" slogan and a move away from daytime direct response TV
to a major presence in primetime slots.
The company's switch out of McCann-Erickson Manchester comes amid
growing concerns about the booming personal injury market, which is
forcing up UK insurance premiums, according to leading personal
Fears were exacerbated over reports that Claims Direct, Accident Group's
biggest rival, was spending £340 of the £1,200 costs
deducted from each successful claimant's award on advertising.
But Barry Nield, Accident Group's marketing director, said: "We want to
tell people who we are and that we're the biggest and most professional
company of our kind. We've lots of good things to say about
The company also shortlisted The Leith Agency, Wallis Tomlinson, MAP,
Sass Panayi and BDH/TBWA to compete for the business. Media buying
remains with The Collins Partnership.
Nield said: "The final choice was between Cheetham Bell and Leith but we
were impressed with Cheetham Bell's strategic thinking."
The company will return to TV next month with an amended version of its
existing campaign before new brand advertising in the autumn.
David Bell, Cheetham Bell's chief executive, said: "Our task is to tell
consumers that Accident Group not only gets the right experts to handle
claims but takes a flat fee."