NEWS: Farmers’ Union set to award shop new insurance account

NFU Mutual Insurance, the 100-year-old insurance arm of the National Farmers’ Union, has been talking to agencies about how best to move beyond its traditional farming client base.

NFU Mutual Insurance, the 100-year-old insurance arm of the National

Farmers’ Union, has been talking to agencies about how best to move

beyond its traditional farming client base.



A ‘substantially increased’ advertising spend has been earmarked by the

group to sell its financial products - particularly general insurance -

to other users of the countryside, its head of marketing, Rolf Wilson,

said.



Wilson explained that the numbers of farmers and farm workers had been

declining since the beginning of the century, and this, together with a

desire to spread the NFU’s risk from only one earning group, has

prompted a move to drum up business from outside the farming fraternity.



Two years ago, the NFU launched a new category of membership to cover

people living in rural areas but not necessarily on farms. This has

proved very successful, drawing an extra 30,000 members, Wilson claimed.



‘We’re not going to compete head on with anyone,’ Wilson explained. ‘We

insure horses, horse trailers, Land Rovers. We’re likely to pick on

sectors in which we specialise.’



Wilson confirmed that two Midlands-based shops, McCann-Erickson Central

and Cogent, have been shortlisted for strategic pitches this week. He

said no specific budgets had been set to tackle the wider audience, but

agencies had been asked to come up with the best ways to achieve this.

Industry observers set the sum at around pounds 2 million.



The most recent incumbent on NFU Mutual’s general insurance account was

the Midlands shop, RTA Advertising. However, a recent breakaway from the

agency prompted Wilson to check out other agencies.



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