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
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.