United Friendly kicks off pounds 10m review

The insurance company, United Friendly, is talking to agencies about a pounds 10 million branding drive and has shortlisted Lowe Howard-Spink, BMP4 and Lansdown Conquest to pitch for the task.

The insurance company, United Friendly, is talking to agencies

about a pounds 10 million branding drive and has shortlisted Lowe

Howard-Spink, BMP4 and Lansdown Conquest to pitch for the task.



It has had to take action in the face of a consistently disappointing

performance. It merged with the fellow insurance company, Refuge, 18

months ago. But despite a steady customer base, it still suffers from a

lacklustre, old-fashioned image.



As many as six agencies were involved in the first round of strategic

pitches for the business, all chosen for their experience with financial

clients as well as creative flair. However, the numbers have been

narrowed for the full creative presentations, for which briefs will be

handed out in mid-May.



Brian Blakeman, the marketing manager of United Friendly, said: ’We are

having discussions internally and externally to make sure we look at all

the options.’



United Friendly is thought to remain open-minded about the media mix of

its planned campaign. Various combinations of above- and below-the-line

solutions are under consideration.



A separate media pitch will be called once an advertising agency has

been appointed.



United Friendly, which was founded in 1908, will continue to serve a

downmarket target audience, but wants to make itself more relevant as

well as to update the way it does business and be more aware of

customers’ needs.



The insurance company’s last major ad push, using the endline ’person to

person’, was through Banks Hoggins O’Shea four years ago.



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