NEWS: Eagle Star calls in agencies to discuss work after BAT review

Eagle Star, the BAT-owned insurance company, is talking to advertising agencies about its pounds 9 million account following a strategic review of BAT’s three financial brands.

Eagle Star, the BAT-owned insurance company, is talking to advertising

agencies about its pounds 9 million account following a strategic review

of BAT’s three financial brands.



Allied Dunbar, Eagle Star and Threadneedle Asset Management have all

come under scrutiny as part of the internal review, which was set up by

the parent, BAT Financial Services, and is being conducted by Grey

Integrated.



It is expected to address the extent to which all three brands should be

marketed and advertised as separate entities, and may examine the

question of whether advertising could be consolidated under one roof.



At the moment, the Eagle Star account is handled by Ogilvy and Mather,

while Grey runs the advertising for Allied Dunbar. Threadneedle Asset

Management does not commission significant amounts of advertising.



The group marketing director of Eagle Star, Steve Wigzell, is understood

to be holding preliminary discussions with several London agencies about

options for Eagle Star’s future as a brand. But so far no strict

timetable has been set for a possible review, and no formal pitches have

been invited.



Wigzell was unavailable for comment at the time Campaign went to press,

however, other sources at Eagle Star denied that an advertising review

was imminent.



One source said: ‘There is no advertising review, it is business as

usual at Ogilvy and Mather.’ However, the source did not rule out formal

pitches in the future, once the strategic consultations were completed.



Young and Rubicam, Simons Palmer and Grey are all understood to have

been approached, while the incumbent, Ogilvy and Mather, has also been

preparing to present its vision of the future.



Of the two BAT companies, Eagle Star tends to specialise in insurance,

such as home, contents and motor cover, while the smaller Allied Dunbar

concentrates on assurance or life cover.



However, over the years, Eagle Star has produced less high-profile

advertising than Allied Dunbar, for which Grey has produced some award-

winning work.