Shop beats five to take NFU Mutual job

NFU Mutual, the insurance, pensions and investments company, has awarded its £6 million ad account to Shop.

The agency landed the business following a competitive pitch, which was co-ordinated by Agency Insight. Five other agencies are said to have presented, including Miles Calcraft Briginshaw Duffy and Beattie McGuinness Bungay.

The incumbent, Nitro, did not repitch.

The decision will not affect the media buying and planning account, which remains with Walker Media.

Shop will work on an integrated campaign to promote the NFU Mutual website as well as a telephone number where potential customers can find out the location of their nearest branch. The campaign is due to launch in June with TV and print executions.

The pitch, which was led by the NFU Mutual group marketing manager, Charles Beighton, and the marketing manager, Vivien Roley, began in November last year.

NFU Mutual refused to comment on claims, however, that it is more than doubling its advertising spend from the £2.5 million of last year.

Caspar Thykier, managing director at SHOP, said: "It's been a rigorous selection process but in the end we had the right strategy, campaign idea, ambition and chemistry to start what we very much hope will be a long-lasting successful relationship with NFU Mutual."

Shop claims that NFU Mutual, which spent £2.5 million last year, is more than doubling its spend owing to a successful year last year. NFU Mutual refused to comment, however.

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