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
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
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
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.