Guardian Direct lines up pounds 6m media pitch

Guardian Direct is to review its pounds 6 million media planning and buying account after a marketing shake-up last summer which created a centralised marketing function.

Guardian Direct is to review its pounds 6 million media planning

and buying account after a marketing shake-up last summer which created

a centralised marketing function.



The account is currently held by TMD Manchester, but up to three

agencies are being invited to pitch for the business. It is thought that

TMD will not be repitching.



BBJ Media Services, Media Centre Manchester and CIA Medianetwork are

lining up to present for the account. Pitches will be held on 7 April,

with a decision due in May.



The media review follows the launch of a group-wide marketing unit last

year, which is designed to co-ordinate brand advertising across the

different divisions.



Marketing for Guardian Financial Services, Guardian Direct, Guardian

Health and Guardian Insurance brands were merged to ensure a coherent

message from all divisions that have direct contact with the

consumer.



The company is under increasing pressure to stand out in the cluttered

direct insurance marketplace.



The company is now pitched head-to-head against the market leader,

Direct Line, and is considering boosting its media budget for a fresh

push later this year. The creative account, currently handled by CDP,

remains unaffected by the media review.



The bulk of Guardian’s spend is put behind the car insurance

product.



No-one at Guardian Direct was available for comment as Campaign went to

press. Agency Insight, the consultancy co-ordinating the pitch, referred

queries to the client.



Become a member of Campaign from just £46 a quarter

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

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