The insurance company, Commercial General Union, is reviewing its
pounds 14 million media account, and is understood to have asked Media
Audits to oversee the pitch.
CIA Medianetwork, the incumbent agency on the account, was appointed in
August 1998 to work on the launch campaign following the merger of
Commercial Union with General Accident. The agency had worked with
General Accident before the merger.
CGU has now approached a number of agencies about the account, but a
shortlist has not yet been drawn up. Pitches will take place this
Martin Sambrook, a director at Media Audits, refused to comment on
whether the company was involved in the pitch.
Last May CGU reviewed its creative account out of its agency roster of
Publicis (General Accident) and Duckworth Finn Grubb Waters (Commercial
Union) and gave it to McCann-Erickson.
In September the agency launched its first branding campaign for the
merged company. The advertising focused on the consumer as a ’hero’ for
taking responsibility for their financial future.
But at the end of last year, it emerged that CGU was talking to other
agencies about a new product, code-named Project Seattle.
No-one at CGU was available for comment as Campaign went to press.