Eagle Star, the BAT-owned insurance company, is talking to advertising
agencies about its pounds 9 million account following a strategic review
of BAT’s three financial brands.
Allied Dunbar, Eagle Star and Threadneedle Asset Management have all
come under scrutiny as part of the internal review, which was set up by
the parent, BAT Financial Services, and is being conducted by Grey
It is expected to address the extent to which all three brands should be
marketed and advertised as separate entities, and may examine the
question of whether advertising could be consolidated under one roof.
At the moment, the Eagle Star account is handled by Ogilvy and Mather,
while Grey runs the advertising for Allied Dunbar. Threadneedle Asset
Management does not commission significant amounts of advertising.
The group marketing director of Eagle Star, Steve Wigzell, is understood
to be holding preliminary discussions with several London agencies about
options for Eagle Star’s future as a brand. But so far no strict
timetable has been set for a possible review, and no formal pitches have
Wigzell was unavailable for comment at the time Campaign went to press,
however, other sources at Eagle Star denied that an advertising review
One source said: ‘There is no advertising review, it is business as
usual at Ogilvy and Mather.’ However, the source did not rule out formal
pitches in the future, once the strategic consultations were completed.
Young and Rubicam, Simons Palmer and Grey are all understood to have
been approached, while the incumbent, Ogilvy and Mather, has also been
preparing to present its vision of the future.
Of the two BAT companies, Eagle Star tends to specialise in insurance,
such as home, contents and motor cover, while the smaller Allied Dunbar
concentrates on assurance or life cover.
However, over the years, Eagle Star has produced less high-profile
advertising than Allied Dunbar, for which Grey has produced some award-