NEWS: Merged insurance giants put accounts up for review

The combined pounds 27 million advertising account created by the merger of Sun Alliance and Royal Insurance will be put up for pitch.

The combined pounds 27 million advertising account created by the merger

of Sun Alliance and Royal Insurance will be put up for pitch.



As both companies get to grips with creating Britain’s largest general

insurer, a spokesman for Sun Alliance, which has emerged as the dominant

partner in the pounds 5.5 billion merger, said: ‘Obviously there will

have to be an agency review.’



But officials stressed this week that plans were at an early stage.

‘Something will have to be done because we each have distinctive,

individual campaigns,’ one representative said. ‘But nothing has been

agreed and I don’t know of any meetings arranged to discuss it.’



At present, Leagas Shafron Davis is Sun Alliance’s lead above-the-line

agency. It handles more than pounds 10 million worth of corporate and

product advertising and created the company’s ‘together we make some

alliance’ line after capturing the business in autumn 1993.



But Sun Alliance also spends heavily on below-the-line initiatives

through Evans Hunt Scott and WWAV Rapp Collins.



The respective ad campaigns of the two companies are in sharp contrast.

Sun Alliance has become synonymous with a 60-second TV commercial

cutting swiftly between seemingly unrelated images from many countries

around the world. Royal, whose pounds 11.5 million is handled by Arc

Advertising, has taken a more populist line with its ‘you’d better ring

the Royal’ slogan.



All of the companies’ roster agencies are understood to have been told

to proceed as normal and that there are no plans to pull advertising in

advance of the planned merger of the insurers towards the end of the

year.



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