Legal & General hands pounds 10m buying to WWAV

Legal & General has handed its pounds 10 million media spend to the through-the-line agency, WWAV Rapp Collins, and its sister company, BMP Op-timum, as the insurance company prepares for a change in advertising strategy.

Legal & General has handed its pounds 10 million media spend to the

through-the-line agency, WWAV Rapp Collins, and its sister company, BMP

Op-timum, as the insurance company prepares for a change in advertising

strategy.



The above-the-line business was handled by J. Walter Thompson on a

full-service basis. However, Legal & General’s decision to pool its

above-the-line and direct response business has led to a re-emphasis of

its advertising requirements towards the below-the-line elements.



The company’s below-the-line roster agencies included Evans Hunt Scott,

Barraclough Hall Woolston Gray and WWAV. The decision was taken to

centralise above- and below-the-line media earlier this year (Campaign,

28 February).



WWAV pitched with BMP Optimum for the account, with Optimum supp-lying

above-the-line media resource, though most of the spend will go through

WWAV. The duo defeated All Response Media and the Media Centre to take

the restructured account.



The shake-up follows a review of Legal & General’s communications

require-ments, which has led to a rationalisation of the direct

marketing divisions into a single operation, with a dedicated marketing

team.



The restructure could now be the catalyst for an overhaul of the

company’s creative arrangements, where the impact of the move away from

consumer advertising towards a direct marketing-driven creative strategy

has already been felt. A spokesperson confirmed that ’the majority of

our creative spend is not through JWT because they do brand work and

most of our work is now direct response-based’.



Kate Avery, the group marketing director of Legal & General, said: ’The

new arrangement maximises the group’s buying power.’



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