Cheetham Bell JWT scoops £14m creative work for Accident Group

Accident Group, the personal injuries compensation company, has picked Manchester's Cheetham Bell JWT to handle creative work on its £14 million account with a brief to rid perceptions of it as an "ambulance chaser".

The change of strategy will mean an end to its "Where there's blame,

there's a claim" slogan and a move away from daytime direct response TV

to a major presence in primetime slots.

The company's switch out of McCann-Erickson Manchester comes amid

growing concerns about the booming personal injury market, which is

forcing up UK insurance premiums, according to leading personal


Fears were exacerbated over reports that Claims Direct, Accident Group's

biggest rival, was spending £340 of the £1,200 costs

deducted from each successful claimant's award on advertising.

But Barry Nield, Accident Group's marketing director, said: "We want to

tell people who we are and that we're the biggest and most professional

company of our kind. We've lots of good things to say about


The company also shortlisted The Leith Agency, Wallis Tomlinson, MAP,

Sass Panayi and BDH/TBWA to compete for the business. Media buying

remains with The Collins Partnership.

Nield said: "The final choice was between Cheetham Bell and Leith but we

were impressed with Cheetham Bell's strategic thinking."

The company will return to TV next month with an amended version of its

existing campaign before new brand advertising in the autumn.

David Bell, Cheetham Bell's chief executive, said: "Our task is to tell

consumers that Accident Group not only gets the right experts to handle

claims but takes a flat fee."