DLKW secures pounds 5m account for Halifax web insurance arm

Delaney Lund Knox Warren has landed the creative task to launch

Halifax's new telephone and online insurance arm, Esure.

The agency won the account in a three-way pitch conducted through the

AAR against St Luke's and Miles Calcraft Briginshaw Duffy. The business

is thought to worth more than pounds 5 million.

Esure is planning to launch next month and will start by offering car

insurance followed by the provision of home insurance. The internet

operation will not be running until late this year.

Greg Delaney, the chairman of DLKW, said: "It's great to be in at the

birth of a new brand that is going to reshape its market."

Esure was founded in February last year by Peter Wood, the financial

services entrepreneur who started the direct insurance sector with the

creation of Direct Line. Halifax has high hopes for Esure and, due to

lower operating costs, aims to build the top internet-based insurance

company, and a top-five UK motor insurer, within five years.

Halifax is thought to be ploughing pounds 150 million into Esure, which

will have access to Halifax's 21 million customer base. Esure will also

take on the existing Halifax car insurance business.

The news follows the launch in July last year of Halifax's stand-alone

internet bank, Intelligent Finance (IF).

The win deepens the relationship between DLKW and Halifax. The agency

won the pounds 25 million banking business account in September last

year after the work had been with Bates UK for 12 years.

DLKW triumphed in the protracted pitch leaving Bates UK with pounds 3

million of direct marketing.