NFU Mutual picks Walker Media and Soul

Walker Media has won the £5 million media account for NFU Mutual, the UK's ninth-largest insurer.

The appointment follows a full-scale advertising review in which Soul was appointed to handle the creative business. The incumbent on the media task was PHD Compass, while Cogent had handled the advertising.

Both Walker Media and Soul will work on broadening the appeal of NFU Mutual to those outside the farming community, including those with second homes in the country and those with a general interest in rural matters.

Phil Georgiadis, a partner at Walker Media, said: "NFU Mutual has a truly differentiated brand in this highly competitive marketplace. Working with Soul we have identified a relevant and differentiated communication strategy to talk to NFU Mutual's prospective customer base on a national and regional basis."

NFU Mutual was founded by the National Farmers Union and remains mutually owned, rather than as part of a public company. It is resolute in this position and the company requires all shareholders to donate any windfall profits to an NFU charity in the event of it being demutualised.

Pam Swift, the marketing manager at NFU Mutual, said: "Soul and Walker Media demonstrated a real understanding of our brand, and the challenges we face to develop a creative and media solution which we feel is true to the brand, and will deliver against our strategy of communicating a genuine point of difference to our target audience."

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