NFU Mutual Insurance, the 100-year-old insurance arm of the National
Farmers Union, has appointed Cogent to broaden its appeal beyond its
traditional farming base.
Cogent beat McCann-Erickson Central to the business, expected to be
worth up to pounds 2 million. It will handle all above- and below-the-
line work as well as media.
Peter Russell, the creative director of Cogent, confirmed the win: ‘It’s
fascinating because in the financial market NFU Mutual has a genuine
difference from the others - its rural roots.’
NFU Mutual’s move to glean clients from outside the farming fraternity
may start with an appeal to smallholders and landowners, and spread to
all country dwellers and users.
Rolf Wilson, the company’s new head of marketing, commented: ‘We chose
Cogent because we were impressed with its suggestion on how to
differentiate ourselves in a very competitive market.’