Legal & General hands pounds 10m buying to WWAV

Legal & General has handed its pounds 10 million media spend to the through-the-line agency, WWAV Rapp Collins, and its sister company, BMP Op-timum, as the insurance company prepares for a change in advertising strategy.

Legal & General has handed its pounds 10 million media spend to the

through-the-line agency, WWAV Rapp Collins, and its sister company, BMP

Op-timum, as the insurance company prepares for a change in advertising

strategy.



The above-the-line business was handled by J. Walter Thompson on a

full-service basis. However, Legal & General’s decision to pool its

above-the-line and direct response business has led to a re-emphasis of

its advertising requirements towards the below-the-line elements.



The company’s below-the-line roster agencies included Evans Hunt Scott,

Barraclough Hall Woolston Gray and WWAV. The decision was taken to

centralise above- and below-the-line media earlier this year (Campaign,

28 February).



WWAV pitched with BMP Optimum for the account, with Optimum supp-lying

above-the-line media resource, though most of the spend will go through

WWAV. The duo defeated All Response Media and the Media Centre to take

the restructured account.



The shake-up follows a review of Legal & General’s communications

require-ments, which has led to a rationalisation of the direct

marketing divisions into a single operation, with a dedicated marketing

team.



The restructure could now be the catalyst for an overhaul of the

company’s creative arrangements, where the impact of the move away from

consumer advertising towards a direct marketing-driven creative strategy

has already been felt. A spokesperson confirmed that ’the majority of

our creative spend is not through JWT because they do brand work and

most of our work is now direct response-based’.



Kate Avery, the group marketing director of Legal & General, said: ’The

new arrangement maximises the group’s buying power.’



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).