Green Flag puts pounds 4m into TBWA campaign

Green Flag, the UK’s third largest car rescue service, has appointed TBWA for a major branding campaign.

Green Flag, the UK’s third largest car rescue service, has

appointed TBWA for a major branding campaign.



The Leeds-based company, which spent around pounds 5 million on

above-the-line advertising last year, claims it has allocated another

pounds 4 million to its budget for the branding exercise, which will

back up Green Flag’s sponsorship of the England football team.



The sponsorship deal, which is scheduled to run until 1998, lifted the

awareness of the brand significantly during the Euro 96 football

championships last summer, and the campaign will be designed to build on

this with the appropriate brand values.



Whether the incumbent, Advertising Principles, will continue to handle

the direct response television ads which form Green Flag’s bread and

butter advertising, or whether these will also move to TBWA, still under

discussion.



Green Flag, which was previously known as National Breakdown, was bought

by National Car Parks and subsequently changed its name, two years

ago.



TBWA saw off competition from Young and Rubicam and WWAV Rapp Collins

for the business, while initial pitch stages are understood to have

included Evans Hunt Scott and the O’Connell Partnership.



Media planning and buying moved to Universal McCann in Manchester

following a review early last year and is unaffected by the creative

appointment.



The managing director of TBWA, Jo Hoare, confirmed the win. He said that

a recent report in the consumer magazine, Which?, had identified Green

Flag as the fastest of the three national breakdown services, yet its

name was not as well known as it should be.



Hoare added that Green Flag aimed to be the number two in Britain in the

future. ’The purest opportunity an agency can have is to take up the

cudgels for a challenger brand,’ he said.



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