Green Flag, the UK’s third largest car rescue service, has
appointed TBWA for a major branding campaign.
The Leeds-based company, which spent around pounds 5 million on
above-the-line advertising last year, claims it has allocated another
pounds 4 million to its budget for the branding exercise, which will
back up Green Flag’s sponsorship of the England football team.
The sponsorship deal, which is scheduled to run until 1998, lifted the
awareness of the brand significantly during the Euro 96 football
championships last summer, and the campaign will be designed to build on
this with the appropriate brand values.
Whether the incumbent, Advertising Principles, will continue to handle
the direct response television ads which form Green Flag’s bread and
butter advertising, or whether these will also move to TBWA, still under
Green Flag, which was previously known as National Breakdown, was bought
by National Car Parks and subsequently changed its name, two years
TBWA saw off competition from Young and Rubicam and WWAV Rapp Collins
for the business, while initial pitch stages are understood to have
included Evans Hunt Scott and the O’Connell Partnership.
Media planning and buying moved to Universal McCann in Manchester
following a review early last year and is unaffected by the creative
The managing director of TBWA, Jo Hoare, confirmed the win. He said that
a recent report in the consumer magazine, Which?, had identified Green
Flag as the fastest of the three national breakdown services, yet its
name was not as well known as it should be.
Hoare added that Green Flag aimed to be the number two in Britain in the
future. ’The purest opportunity an agency can have is to take up the
cudgels for a challenger brand,’ he said.