NEWS: Royal Liver to drop sponsorship role in favour of ads

Royal Liver Assurance, the Liverpool-based friendly society, has withdrawn its sponsorship of the UK Snooker Championships and will spend the money it saves on advertising instead.

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withdrawn its sponsorship of the UK Snooker Championships and will spend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

agency.’



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

management.



The Royal Liver, which currently specialises in savings, pensions and

life assurance, has recently streamlined its product range to become

more customer led.