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
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
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
The insurance company’s last major ad push, using the endline ’person to
person’, was through Banks Hoggins O’Shea four years ago.