CGU Direct, the direct marketing division of the recently merged
Commercial Union and General Accident, is poised to appoint MediaVest
Direct to handle its pounds 4 million media account.
The company originally invited Feather Brooksbank, CIA Medianetwork,
Carat and MediaVest Direct to pitch for the business at the end of last
month. Carat was dropped from the shortlist before the final hurdle and
it emerged this week that MediaVest was favourite to land the
The direct business will begin now that the launch phase advertising for
the new company has almost run its course. CGU appointed Publicis, the
incumbent on General Accident, to its creative account last month and
handed the media planning and buying task to CIA Medianetwork, which
worked on the Commercial Union business.
Phillip Heelis, the marketing manager of CGU Direct, could not confirm
or deny the MediaVest appointment.