Green Flag, the national breakdown recovery service, is talking to a
number of media companies about its pounds 5 million media planning and
The company has approached several media operations about its
advertising plans for 1996 and is expected to issue formal briefs in the
next couple of weeks.
Green Flag’s media planning and buying business is currently handled by
CIA Medianetwork. Green Flag, formerly known as National Breakdown, was
one of the first clients of Billett and Company when it launched in
1983. CIA took on the account when it merged with Billett in 1989.
During CIA’s tenure, Green Flag is known to have held regular reviews of
its media business, including sounding out ideas from other agencies.
This time, however, the review is expected to result in a full-blown
pitch, with several agencies, told to expect written briefs shortly.
Mike Tunnicliffe, the managing director of CIA Medianetwork, was
unavailable to comment on the review.
The rethink follows the launch of a new Green Flag marketing push
through Advertising Principles, designed to grab market share from the
market leader, the Automobile Association.
Green Flag, which this year committed around pounds 4 million to become
the first sponsor of the England football team, is the third highest
spender among the motor-breakdown services.