Royal & Sun Alliance has appointed Ogilvy & Mather to handle a
multi-million campaign marking the end of its relationship with Rainey
Kelly Campbell Roalfe/Y&R.
Manning Gottlieb Media, one of RSA’s roster agencies, is thought to have
been appointed to handle the media planning and buying.
The move is aimed at transforming the company, which traditionally sells
its products through intermediaries, into a high-profile brand that will
market its services directly to consumers. RSA began expanding its
distribution last year by severing ties to a direct sales force and
moving towards independent financial advisers.
It is expected that a separate brand will be created, following an
example set by the Prudential’s Egg services and If, the launch from the
RSA appointed Rainey Kelly in April 1998 together with HPT Brand
The expected major ad campaign never emerged, and the marketing activity
has been solely below the line, handled by the latter agency, which
remains on the business.
O&M will continue to pursue the pounds 28 million Halifax business which
is under review out of Bates UK.