Royal London Insurance is reviewing its pounds 3 million
advertising account out of Banks Hoggins/FCB, dealing a further blow to
the recently merged agency.
The news follows the loss of the pounds 9 million Andrex business last
month, which wiped 8 per cent off Banks Hoggins/FCB’s total
Royal London is understood to have been unhappy with the latest TV
campaign created by FCB. The two ads, ’bank raid’ and ’wedding day’,
have performed badly in research. Sources close to the business said
viewers felt the branding on the commercials, which broke last autumn,
was not strong enough.
There has been speculation that the agency might lose the Royal London
account since the merger, due to a possible conflict with Barclay’s b2,
a Banks Hoggins client.
Stephen Humphreys, the head of Royal London’s corporate communications,
took the decision to review.
Humphreys took over responsibility for the company’s advertising in
January from the marketing director, Russell Clemence.
Clemence appointed FCB to the account in 1994 on the strength of a pitch
focusing on Royal London’s sales force. But in its latest campaign, FCB
moved away from that strategy in a bid to take the brand more
Humphreys confirmed that Royal London was talking to other agencies, but
denied that the company was conducting a formal review of its
’We are having an overall look at Royal London’s communications strategy
and talking to alternative suppliers,’ he said.
Sven Olsen, the managing director of Banks Hoggins/FCB, refused to