Rainey Kelly scoops Royal & Sun direct task

Rainey Kelly Campbell Roalfe and its direct affiliate, Harrison Patten Troughton Brand Response, have won the Royal & SunAlliance pounds 20 million direct account.

Rainey Kelly Campbell Roalfe and its direct affiliate, Harrison

Patten Troughton Brand Response, have won the Royal & SunAlliance pounds

20 million direct account.



Royal & Sun intends to create a distinctive brand for its direct

division which until now has been promoted exclusively through direct

marketing campaigns created by Evans Hunt Scott.



MT Rainey, a managing partner of Rainey Kelly, said: ’This is a major

new initiative and a reversal of the company’s previous policy. Royal &

Sun’s main consumer advertising will now be for its direct

division.’



Royal & Sun talked to a mix of above- and below-the-line agencies before

appointing Rainey Kelly and HPT, which did not exist when Rainey Kelly

began talks with the insurance company.



Peter Deane, the brand manager for the direct arm of Royal & Sun, said:

’We have the opportunity to grow together with HPT. We can shape our

relationship so it suits both parties.’



Deane continued: ’This appointment offers us an excellent opportunity to

build our brand through truly integrated marketing campaigns. Rainey

Kelly demonstrated the greatest understanding of the need to build a

brand while focusing on results.’



Rainey Kelly came up with a brand strategy during the pitch process.



Creative work, which has still to be developed, is expected to get under

way with a below-the-line campaign towards the end of the summer, with

direct response TV commercials going on air in the autumn.



McCann-Erickson, which was appointed last year to handle Royal & Sun’s

corporate advertising on a project basis, will continue to work at a

group level on the insurance company’s branding strategy and policy.

’McCanns develops policy at a high level and each division pulls down

the relevant parts,’ Deane said.



Royal & Sun Direct, which claims to be the second-largest direct insurer

in the UK, hopes the campaign will help it gain ground on its main

rival, Direct Line.



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