Royal Liver Assurance, the Liverpool-based friendly society, has
withdrawn its sponsorship of the UK Snooker Championships and will spend
the money it saves on advertising instead.
At least four agencies are expected to be shortlisted in the UK, and a
similar number in Ireland, as Royal Liver searches for a shop to help
launch its first corporate advertising campaign.
The society has not used agencies much before, according to the
marketing services manager, Sue Johnston, but decided to approach the
industry once its snooker sponsorship expired earlier this year. The aim
is to develop the name awareness built up during Royal Liver’s snooker
sponsorship into greater awareness of what the brand stands for.
‘We are looking for a full-service agency,’ Johnston confirmed. ‘Our
main focus is on making people aware that the Royal Liver offers a
lifetime of care. We are looking for a long-term partnership with an
Johnston, who joined the company in February, said the society was still
finalising its shortlist. But in the UK, this is thought to include J.
Walter Thompson and McCann-Erickson in Manchester. Discussions are also
understood to have been held with some London agencies.
Full creative and strategic pitches will be held over coming weeks, with
a decision on the pounds 1 to pounds 2 million account expected by the
end of next month. Pitches will be held before the corporate development
manager, David Roberts, and the customer services manager, Paul
Matthews, as well as Johnston, who has a background in agency account
The Royal Liver, which currently specialises in savings, pensions and
life assurance, has recently streamlined its product range to become
more customer led.