The TBWA/London breakaway agency led by Simon Clemmow and Johnny
Hornby has picked up its second piece of business by winning the pounds
5 million above-the-line account for the Liverpool Victoria Friendly
The breakaway, which is currently hunting a creative director, landed
the task of spearheading the branding campaign for Liverpool Victoria
after the society held discussions with several undisclosed agencies.
The brief was drawn up by the society's recently installed marketing
director, Simon Rhodes, who took up his post last October.
Liverpool Victoria offers a range of financial services, including
banking, life and general insurance. Clemmow Hornby will seek to raise
the profile of the society by placing emphasis firmly on its mutual
status and the practical advantages that this status brings for
A heavyweight press campaign will break in July with a TV campaign
planned later this year.
The above-the-line strategy marks a change from previous activity by
Liverpool Victoria, which spends much of its pounds 10 million marketing
budget below-the-line through WWAV Rapp Collins. The appointment of
Clemmow Hornby follows the award of the society's media planning and
buying business to Starcom Motive in January.
"It is rare these days to have a financial services brief where the
company has something to say," Hornby said.
Clemmow and Hornby already holds the pounds 5 million account for
Carphone Warehouse, which they will take with them from TBWA.