Commercial General Union reviews media

The insurance company, Commercial General Union, is reviewing its pounds 14 million media account, and is understood to have asked Media Audits to oversee the pitch.

The insurance company, Commercial General Union, is reviewing its

pounds 14 million media account, and is understood to have asked Media

Audits to oversee the pitch.



CIA Medianetwork, the incumbent agency on the account, was appointed in

August 1998 to work on the launch campaign following the merger of

Commercial Union with General Accident. The agency had worked with

General Accident before the merger.



CGU has now approached a number of agencies about the account, but a

shortlist has not yet been drawn up. Pitches will take place this

spring.



Martin Sambrook, a director at Media Audits, refused to comment on

whether the company was involved in the pitch.



Last May CGU reviewed its creative account out of its agency roster of

Publicis (General Accident) and Duckworth Finn Grubb Waters (Commercial

Union) and gave it to McCann-Erickson.



In September the agency launched its first branding campaign for the

merged company. The advertising focused on the consumer as a ’hero’ for

taking responsibility for their financial future.



But at the end of last year, it emerged that CGU was talking to other

agencies about a new product, code-named Project Seattle.



No-one at CGU was available for comment as Campaign went to press.



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