Admiral Insurance chooses MediaVest for £5m DRTV work

MediaVest has defeated PHD and Zenith Optimedia to secure the £5 million DRTV account for Admiral Insurance Services.

MediaVest London pitched for the account alongside its sister Manchester agency in a move designed to combine the former's negotiation and planning credentials with the latter's direct-response experience.

The incumbent on the business was McCutcheon Norveil Consultancy, and the pitches were handled by the AAR. The non-broadcast account held by TCS Media is unaffected by the review.

Paula Jones, the media manager of Admiral Insurance Services, said: "MediaVest's proposition, understanding of our market and willingness to challenge us and really get involved in our business made it the obvious choice as TV media partner for us."

Although Inferno has worked for Admiral on a project basis, the creative is now handled wholly in-house. Admiral's TV spots feature actors, such as Ross Davidson who appeared in EastEnders, dressed up in naval uniform.

Chris Locke, the managing director of MediaVest's London offices, added: "We offered Admiral the best of all our services in terms of people, systems and buying. We are really looking forward to taking Admiral to a new level of performance."

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