CIA Medianetwork has scooped the pounds 8 million media task to
launch Commercial General Union, the UK’s biggest general insurance
company, while Publicis is hotly tipped to win the creative account.
CIA already had the Commercial Union media business and lined up against
General Accident’s media company, Optimedia, for the CGU launch media
account. CIA was informed this week that it had secured the pounds 8
million business to introduce the insurer’s name to consumers and to
drive awareness of the new company.
Alan Brydon, CIA’s managing director, said: ’It’s great to be working
for a new company. Our appointment is testament to the work we’ve done
with Commercial Union and to the ideas we presented in our pitch.’
Publicis, the incumbent on the General Accident creative account, is
battling against Commercial Union’s agency of record, Duckworth Finn
Grubb Waters, for the launch. Publicis is understood to be poised to
pick up the project but a number of contractual and legal issues are
thought to be holding up the signing of a contract.
However, both media and creative will come up for review in the new year
after the launch task is completed. A CGU spokesman confirmed CIA’s
appointment but declined to confirm that Publicis was to handle
creative. He added: ’These are simply appointments for the autumn
launch. When that situation clears we will begin looking at agencies
It is possible that after the launch phase, two or three creative
accounts will come up for grabs to promote the insurance products as
well as the umbrella brand.