M&C Saatchi wins Direct Line

M&C Saatchi has scooped the £35 million Direct Line account, just 12 months after missing out on the business in a pitch against Clemmow Hornby Inge.

M&C Saatchi was informed of its win on Monday afternoon. Both agencies have been presenting new strategies and creative routes to the company's new marketing director, Mike Tildesley, over the past few weeks.

Tildesley joined the Royal Bank of Scotland-owned insurance and finance business in October. Direct Line explained that the agency switch was because Tildesley wants to provide a fresh approach to the brand. RBS's chief executive, Fred Goodwin, is understood to have become directly involved in the appointment.

Over the past six months, CHI has developed a campaign that centres on twin brothers, who suffer from identical mishaps. The brother who is insured by Direct Line finds himself in a much better position than his twin.

In the new round of presentations, CHI is understood to have put forward one creative route that included the twin idea, and one that did not.

The agency's appointment last year came after a protracted and demanding pitch process, which saw M&C Saatchi, CHI and Ogilvy & Mather deliver multiple strategies and creative solutions. The incumbent on the account, Mortimer Whittaker O'Sullivan, was not involved.

RBS is a significant client at both M&C Saatchi and CHI. M&C Saatchi handles RBS's Privilege and NatWest accounts. CHI, meanwhile, handles Mint, The One Account, Lombard Direct and First Active for the financial services company.

Tildesley said: "M&C Saatchi has a strong history of delivering fresh, exciting advertising, which closely reflects Direct Line's own brand and approach to business. CHI has done a great job working for Direct Line and will continue to work for other companies within the RBS group."

M&C Saatchi's chairman, Moray MacLennan, added: "We are thrilled to be working with such a well-known brand as Direct Line and look forward to delivering strong new creative in 2006."

It is an important win for M&C Saatchi: last month it lost the British Airways account, which spends £31 million in the UK.

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

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
Look out for the invisibles and introverts in your agency
Share

1 Look out for the invisibles and introverts in your agency

By cultivating a clubbable culture, agencies are ostracising talented introverts, writes Andy Jex, the executive creative director at Saatchi & Saatchi London.

Agencies' anger at failure of Stronger In campaign
Shares0
Share

1 Agencies' anger at failure of Stronger In campaign

"We failed the country, we could and should have done better." So says one senior advertising executive involved in the Britain Stronger In Europe campaign.

Just published