MediaVest sees off three and nets pounds 4m CGU Direct account

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.

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

account.



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.



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