Mustoe Merriman Herring Levy has joined Saatchi & Saatchi on the
Norwich Union roster after landing the pounds 3 million task of
launching an investment fund arm for the insurance company.
The agency beat three others to the business in a pitch arranged by the
AAR. It will create a separate identity for the new division, which will
be called Norwich Union Trust Managers, and promote its range of savings
and investment products, including ISAs and unit trusts.
NUTM will be positioned as a competitor to high street banks, as well as
more traditional investment houses, such as Fidelity and Perpetual.
’We will compete with Barclays b2, which is currently the most
high-profile operation in this sector, as well as similar outfits,’ Nick
Mustoe, a partner at the agency, said.
Print work will appear from May in the national and financial press and
a consumer campaign will follow in 2000.
Catherine Whittaker, head of marketing at NUTM, said the decision to
hire Mustoes was not a reflection on the work that Saatchis has
produced. ’This is a completely new venture and, for that reason, we
needed an agency that had not worked with us before. We didn’t want an
agency that was going to say, ’that’s not how Norwich Union does