Legal and General is to overhaul its pounds 14 million media spend,
and is set to invite selected media agencies to pitch for a centralised
above- the-line and direct response media buying account.
The shake-up follows a review of Legal and General’s communications
requirements, which has led to a rationalisation of the direct marketing
divisions into a single operation with a dedicated marketing team.
The restructure is the catalyst for a full-scale overhaul of Legal and
General’s media buying requirements.
J. Walter Thompson currently handles the company’s above-the-line
business on a full-service basis. Below-the-line roster agencies include
Evans Hunt Scott, WWAV Rapp Collins and Barraclough Hall Woolston
JWT’s media account will be included in the new centralised business,
and media agencies are being lined up to tilt for the combined task.
Adrian Knight, the former general insurance managing director and the
newly appointed marketing director of the direct marketing operation,
said: ’We’re looking to centralise our media account and we’re looking
at making the pennies work harder.’
Legal and General also revamped its above-the-line marketing department
after Kate Avery joined the company from Barclays Bank as marketing
director last July.
Avery’s appointment was preparation for the company’s decision to sell
insurance direct to consumers. Direct marketing has become an
increasingly important element in Legal and General’s communications
The on-going shift in emphasis in Legal and General’s advertising
requirements has also sparked rumours its above-the-line creative work
could come under the spotlight this year.
However, JWT is understood to be currently working on a new batch of