Rapier wins #8m Guardian Direct task

Rapier has scooped the #8 million below-the-line business for the home and motor insurance company, Guard-ian Direct, after a three-way pitch against Barraclough Hall Woolston Gray and one of the incumbent agencies, Lowe Direct.

Rapier has scooped the #8 million below-the-line business for the

home and motor insurance company, Guard-ian Direct, after a three-way

pitch against Barraclough Hall Woolston Gray and one of the incumbent

agencies, Lowe Direct.



Rapier will work alongside the above-the-line agency, BMP DDB, to give

the brand a new identity.



Rapier will handle both Guardian Direct and RAC Insurance Direct, which

Guardian acquired in 1996. Lowe Direct previously handled RAC Insurance,

while the Guardian Direct account was managed by Scope.



Jonathan Stead, the chief executive of Rapier, said: ’Guardian Direct is

committed to differentiating itself in what has become a commodity

market, and equally committed to building a brand through direct

marketing and customer communications. We will be working closely with

BMP to develop a new brand and creative strategy.’



Rapier begins working on the business immediately, and the first work -

which was created for the pitch - will break in January. The win comes

in the same week that Rapier won the gold award at the Direct Marketing

Association/Royal Mail awards for its work on Cable & Wireless.



Chris Chadwick, the managing director of Guardian Direct, said: ’Rapier

brings fresh thinking and an expertise in below-the-line brand

development.’



Guardian Direct is famous for its owl mascot, and its telephone number,

0800 28 28 20, around which the brand has been built. The creative

account moved to BMP in February, after Guardian Direct ended a ten-year

relationship with CDP (Campaign, 27 February).



Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).