Royal & Sun appoints Rainey Kelly

- Rainey Kelly Campbell Roalfe and its new direct affiliate, Harrison Patten Troughton Brand Response, have won the Royal & Sun Alliance's £20 million direct account.

- Rainey Kelly Campbell Roalfe and its new direct affiliate, Harrison Patten Troughton Brand Response, have won the Royal & Sun Alliance's £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, 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 be for the direct division." Royal & Sun talked to a mix of agencies, above and below the line, before appointing Rainey Kelly and HPT. HPT 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 that it suits both us and them." 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 start with a below-the-line campaign towards the end of the summer, with direct response television 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.



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