CIA and Publicis in line for CGU task

CIA Medianetwork has scooped the pounds 8 million media task to launch Commercial General Union, the UK’s biggest general insurance company, while Publicis is hotly tipped to win the creative account.

CIA Medianetwork has scooped the pounds 8 million media task to

launch Commercial General Union, the UK’s biggest general insurance

company, while Publicis is hotly tipped to win the creative account.



CIA already had the Commercial Union media business and lined up against

General Accident’s media company, Optimedia, for the CGU launch media

account. CIA was informed this week that it had secured the pounds 8

million business to introduce the insurer’s name to consumers and to

drive awareness of the new company.



Alan Brydon, CIA’s managing director, said: ’It’s great to be working

for a new company. Our appointment is testament to the work we’ve done

with Commercial Union and to the ideas we presented in our pitch.’



Publicis, the incumbent on the General Accident creative account, is

battling against Commercial Union’s agency of record, Duckworth Finn

Grubb Waters, for the launch. Publicis is understood to be poised to

pick up the project but a number of contractual and legal issues are

thought to be holding up the signing of a contract.



However, both media and creative will come up for review in the new year

after the launch task is completed. A CGU spokesman confirmed CIA’s

appointment but declined to confirm that Publicis was to handle

creative. He added: ’These are simply appointments for the autumn

launch. When that situation clears we will begin looking at agencies

again.’



It is possible that after the launch phase, two or three creative

accounts will come up for grabs to promote the insurance products as

well as the umbrella brand.



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