Liverpool Victoria, the UK’s largest friendly society, is expected
to kick off an above-the-line branding push following the appointment of
the controversial Jan Smith as a consultant.
Smith, who famously switched the RAC’s positioning from a breakdown
service to a transport company, is helping Liverpool Victoria with its
marketing strategy. She has already broadened the range of its direct
marketing agencies, recently adding Black Cat and the Sheffield-based
Scope to the roster following a review.
Smith is now expected to turn her sights to above-the-line branding.
Liverpool Victoria has a marketing budget of around pounds 10 million,
but to date most of this has gone on below-the-line advertising or
sports sponsorship. However, Smith is believed to feel that the
financial services giant does not put enough emphasis on being a
It also recently took over household and motor insurance policies from
Smith was unavailable for comment as Campaign went to press, but
Liverpool Victoria’s head of direct marketing, David Gibson, played down
a rising role for above-the-line advertising. ’Our emphasis has always
been below the line and is likely to continue that way,’ he said.
According to MMS, Liverpool Victoria spent around pounds 1.5 million on
above-the-line advertising last year, mainly through WWAV Rapp
Its other roster agency is McCann-Erickson Bristol, while media is
handled by Carat.