Guardian Direct appoints BMP DDB

- Guardian Direct, part of the Guardian Royal Exchange Group, has appointed BMP DDB to its £3 million advertising account following a four way pitch.

- Guardian Direct, part of the Guardian Royal Exchange Group, has appointed BMP DDB to its £3 million advertising account following a four way pitch.

To win the business BMP pitched against WCRS, Delaney Fletcher Bozell and incumbent CDP. The loss is a blow for CDP, which has been with the client for a decade.

GRE is understood to have called the review after an internal rethink concluded that there was a need to focus more on the main Guardian brand rather than on individual insurance products.

Chris Chadwick, Guardian Direct managing director, said: "We have asked BMP to develop a new campaign and to work with us on our longer term strategy for the company and brand."

CDP had handled all GRE's main advertising, including its healthcare and corporate accounts. However, the group currently puts the lion's share of its spend behind the Guardian Direct name, concentrating on car and home insurance deals.

Chris Cowpe, joint managing director of BMP, said: "Guardian Direct operates in a crowded marketplace; we relish the opportunity to build on its success since launching in 1994 and generate a strong and robust brand."