Liverpool Victoria set to kick off above-the-line brand initiative

Liverpool Victoria, the UK’s largest friendly society, is expected to kick off an above-the-line branding push following the appointment of the controversial Jan Smith as a consultant.

Liverpool Victoria, the UK’s largest friendly society, is expected

to kick off an above-the-line branding push following the appointment of

the controversial Jan Smith as a consultant.



Smith, who famously switched the RAC’s positioning from a breakdown

service to a transport company, is helping Liverpool Victoria with its

marketing strategy. She has already broadened the range of its direct

marketing agencies, recently adding Black Cat and the Sheffield-based

Scope to the roster following a review.



Smith is now expected to turn her sights to above-the-line branding.



Liverpool Victoria has a marketing budget of around pounds 10 million,

but to date most of this has gone on below-the-line advertising or

sports sponsorship. However, Smith is believed to feel that the

financial services giant does not put enough emphasis on being a

friendly society.



It also recently took over household and motor insurance policies from

Landmark Insurance.



Smith was unavailable for comment as Campaign went to press, but

Liverpool Victoria’s head of direct marketing, David Gibson, played down

a rising role for above-the-line advertising. ’Our emphasis has always

been below the line and is likely to continue that way,’ he said.



According to MMS, Liverpool Victoria spent around pounds 1.5 million on

above-the-line advertising last year, mainly through WWAV Rapp

Collins.



Its other roster agency is McCann-Erickson Bristol, while media is

handled by Carat.



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