All Response Media lands InsureandGo

All Response Media has been appointed to handle the DRTV buying for InsureandGo, which returned to using the medium after nearly four years, without a pitch.

All Response Media: wins InsureandGo's media business
All Response Media: wins InsureandGo's media business

The DRTV ads are running on stations including ITV, ITV2 and Channel 5.

The agency's remit is to reach an older audience demographic, who may be more likely to experience difficulties in securing insurance due to age or medical conditions.

Recent wins for the agency include two travel accounts. Online travel search engine Kayak.co.uk moved its £1m account to the agency from Universal McCann last month.

In addition, Viking River Cruises has awarded the agency a full DRTV push after initially testing the market in October and January. The business spent £2.5m over the past 12 months according to Nielsen figures.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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