Shops pitch for pounds 14m Legal and General task

Legal and General is to overhaul its pounds 14 million media spend, and is set to invite selected media agencies to pitch for a centralised above- the-line and direct response media buying account.

Legal and General is to overhaul its pounds 14 million media spend,

and is set to invite selected media agencies to pitch for a centralised

above- the-line and direct response media buying account.



The shake-up follows a review of Legal and General’s communications

requirements, which has led to a rationalisation of the direct marketing

divisions into a single operation with a dedicated marketing team.



The restructure is the catalyst for a full-scale overhaul of Legal and

General’s media buying requirements.



J. Walter Thompson currently handles the company’s above-the-line

business on a full-service basis. Below-the-line roster agencies include

Evans Hunt Scott, WWAV Rapp Collins and Barraclough Hall Woolston

Gray.



JWT’s media account will be included in the new centralised business,

and media agencies are being lined up to tilt for the combined task.



Adrian Knight, the former general insurance managing director and the

newly appointed marketing director of the direct marketing operation,

said: ’We’re looking to centralise our media account and we’re looking

at making the pennies work harder.’



Legal and General also revamped its above-the-line marketing department

after Kate Avery joined the company from Barclays Bank as marketing

director last July.



Avery’s appointment was preparation for the company’s decision to sell

insurance direct to consumers. Direct marketing has become an

increasingly important element in Legal and General’s communications

mix.



The on-going shift in emphasis in Legal and General’s advertising

requirements has also sparked rumours its above-the-line creative work

could come under the spotlight this year.



However, JWT is understood to be currently working on a new batch of

ads.



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