Norwich and Saatchis part over Lloyds clash

Saatchi & Saatchi and the Norwich Union have parted company as a result of increasing clashes with the agency’s LloydsTSB business.

Saatchi & Saatchi and the Norwich Union have parted company as a

result of increasing clashes with the agency’s LloydsTSB business.

The account, which is worth almost pounds 13 million according to the

latest MMS figures, has been handled by Saatchis since 1993.

According to the Norwich Union group brand manager, Thomas Cowper

Johnson: ’Lloyds TSB has been moving into a broader range of financial

services such as insurance, pensions and investments which is a core

part of our business. Saatchi & Saatchi has made an enormous

contribution to the Norwich Union but we agreed with the agency that

there had to be a parting of the ways. It was a mutual decision.

’We are talking to agencies this week and will be inviting about four to

pitch for the account. We hope to have a new agency in place by

Christmas,’ he added.

Saatchis was appointed to handle the launch of the merged LloydsTSB bank

last year. According to MMS, the bank’s adspend was pounds 4 million for

the year ending March 1999. However, recent spend is thought to have far

exceeded that figure.

Adam Crozier, joint chief executive of Saatchis, said: ’With the trend

for convergence we are finding that there is more conflict between the

business. This is something we have discussed with Norwich Union.

However, we are proud of the flotation work we have done for them.’

The privatisation campaign marked the first flotation of a

mutually-owned UK life insurer.

Current advertising is the ’part of the union’ campaign, which broke

September 1998.

New executions broke last month and run until December. They aim to

change views of the company as being solely an insurance provider,

rather than a serious long-term investment player.

The ads feature children in outfits dreaming about what they might be

when they grow up. The trademark red braces and ’part of the union’

soundtrack are also featured.

Earlier this year Mustoe Merriman Herring Levy joined the Norwich Union

roster, winning the pounds 3 million task to launch the investment fund

arm, Norwich Union Trust Managers.

The agency was tasked with creating a completely separate identity for

the division, which competes with Barclays b2.

Last month the company also appointed Lowe Direct to handle Norwich

Union Healthcare’s entire below-the-line business, including DRTV,

without a pitch.

Media, which is handled by MBS Media, is unaffected by the review.

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