The combined pounds 27 million advertising account created by the merger
of Sun Alliance and Royal Insurance will be put up for pitch.
As both companies get to grips with creating Britain’s largest general
insurer, a spokesman for Sun Alliance, which has emerged as the dominant
partner in the pounds 5.5 billion merger, said: ‘Obviously there will
have to be an agency review.’
But officials stressed this week that plans were at an early stage.
‘Something will have to be done because we each have distinctive,
individual campaigns,’ one representative said. ‘But nothing has been
agreed and I don’t know of any meetings arranged to discuss it.’
At present, Leagas Shafron Davis is Sun Alliance’s lead above-the-line
agency. It handles more than pounds 10 million worth of corporate and
product advertising and created the company’s ‘together we make some
alliance’ line after capturing the business in autumn 1993.
But Sun Alliance also spends heavily on below-the-line initiatives
through Evans Hunt Scott and WWAV Rapp Collins.
The respective ad campaigns of the two companies are in sharp contrast.
Sun Alliance has become synonymous with a 60-second TV commercial
cutting swiftly between seemingly unrelated images from many countries
around the world. Royal, whose pounds 11.5 million is handled by Arc
Advertising, has taken a more populist line with its ‘you’d better ring
the Royal’ slogan.
All of the companies’ roster agencies are understood to have been told
to proceed as normal and that there are no plans to pull advertising in
advance of the planned merger of the insurers towards the end of the