McCann-Erickson has won the creative assignment for the newly
created insurance brand, Commercial General Union.
Senior executives of the company, formed by the merger of Commercial
Union and General Accident, are dropping their current roster shops -
Publicis and Duckworth Finn Grubb Waters - in favour of McCanns. Budgets
are under discussion but are believed to be about pounds 8 million.
Officially, the work of all three agencies is still in research and no
formal announcement will be made before next week. However, McCanns is
seen as a logical ’neutral’ choice as one of the few big agencies with
no conflicting financial business.
Lowe Howard-Spink was also a contender after the loss of its Lloyds Bank
business but was eliminated from the contest at an early stage.
Neither Publicis, General Accident’s agency, nor Duckworth Finn, which
handled Commercial Union, were expected to be handed the combined
account because of tensions between the merger parties. ’Despite the
merger, CGU is effectively still two companies,’ an insider said.
At the same time, Publicis’ slim chance of winning the account virtually
disappeared when the agency picked up the Woolwich creative account last
month (Campaign, 16 April).
Ben Langdon, chief executive of McCanns, declined to comment but an
industry source said: ’The agency did a good pitch. It’s looking very
The media buying account is held by CIA Medianetwork, which was awarded
the merged company’s launch campaign last August, and will be reviewed
once the creative appointment has been made. CIA had worked with General
Accident before the merger.
CGU put its creative account up for pitch at the end of last year, three
months after being assigned the rebranding campaign. The advertising
featured the line ’CGU and you’ which is expected to be carried through
to the new work.