Rainey Kelly out as O&M and MGM win Royal & Sun revamp

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.

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

Halifax.



RSA appointed Rainey Kelly in April 1998 together with HPT Brand

Response.



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.