Legal & General to review £8m media

Legal & General has kicked off a review of its £8 million media planning and buying account, currently held by Carat.

The review is being handled by Creative Brief. Carat will repitch for the business, which it has handled for five years.

The financial services company's current advertising activity focuses on national press and direct marketing.

Last year, it also launched an outdoor campaign on liveried taxis, which ran for four weeks in London. Its aim was to remind consumers of the benefits of home insurance when a "rainy day" comes along, with the slogan: "On rainy days, we shine."

Legal & General ended a review of its direct marketing roster in July 2007, adding Crayon, Teamspirit, Pepper and Omobono to the incumbents, WWAV Rapp Collins and Rhythmm. At the time, Legal & General would not rule out a return to TV advertising, which it has not invested in since 1994.

Legal & General offers financial services, including pensions, investments, general insurance and group risk.

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