Craik Jones and CMB in Legal & General DM win

Legal & General has ended its search for a direct marketing provider by splitting its pounds 12 million business between Craik Jones Watson Mitchell Voelkel and CMB.

Legal & General has ended its search for a direct marketing

provider by splitting its pounds 12 million business between Craik Jones

Watson Mitchell Voelkel and CMB.



The two agencies emerged triumphant after a pitch which also included

Rapier, DP&A and OgilvyOne.



The review began in February and, as a result, the incumbent of three

years, Evans Hunt Scott, resigned the business and refused to repitch

(Campaign, 26 February).



Legal & General’s business now falls under three separate banners. The

investments side is handled by WWAV Rapp Collins, whose relationship

with Legal & General - which also includes the media planning and buying

- was unaffected by the recent review. CMB is part-owned by WWAV.



The remainder, which consists largely of insurance products, has been

split down the middle - a change from when EHS handled the entire

business.



It is thought that Craik Jones will handle the general insurance

business, believed to be worth in the region of pounds 7 million. CMB

will handle the term assurance strand, worth about pounds 5 million.

Neither David Watson, the Craik Jones managing director, nor Jonathan

Clark, managing director of CMB, would comment on the appointment.



The term assurance advertising will consist mainly of national press

work, and the general business will use the national press, direct mail

and door-drops.



Legal & General has been growing the direct-selling side of its business

since it launched into the sector three years ago. This now accounts for

around 10 per cent of its total business.



In tandem with direct-selling, Legal & General has been concentrating

more of its marketing spend on below-the-line activity.



Legal & General’s ad agency of record, J. Walter Thompson, is unaffected

by the review.



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