Fallon scoops £21m More Th>n account

LONDON - Fallon is poised to win the £21m More Th>n creative account after a final shoot-out against VCCP. The account was previously held by the financial specialist agency CCHM:Ping.

The move is likely to spell the demise of Lucky the dog, the brand's mascot which has been a feature of its advertising since its launch in 2001. VCCP is understood to have presented a strategy which kept the "lucky" theme, with a series of dog characters voiced by celebrities.

The Royal & Sun Alliance-owned insurance brand kicked off the review of its creative account in August this year, approaching Fallon, McCann Erickson, VCCP, St Luke's and CCHM: Ping to pitch. The process was managed by Neil Scaife, the head of marketing and communications at More Th>n.

CCHM:Ping had held the business for three years since winning it from Ogilvy & Mather. O&M devised the "more than lucky" strategy for the brand, but parted company with the insurance company one year later, citing "creative differences".

The appointment will see Fallon take responsibility for creating all above-the-line advertising on the More Th>n account. The win strengthens Fallon's grip on the business -- Hyper Happen, the agency's digital joint venture with Naked, has been working on More Th>n business for several months, developing online planning ideas for the company.

In July this year, the VCCP-backed direct marketing start-up Stephens Francis Whitson picked up More Th>n's £10m DM account. Media for the insurance brand is handled by Universal McCann. Neither relationship will be affected by the review.

The deal for the above-the-line duties on More Th>n is expected to be rubber-stamped by the parent company's new chief executive, Bridget McIntyre, within the next two weeks.

Commenting on the imminent agency appointment, Scaife said: "We have stood VCCP down and we are continuing to develop creative work with Fallon."

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content