ADVERTISING & PROMOTION: Abbey Life puts TBWA on roster

Abbey Life has appointed TBWA Direct to work on its pounds 4m direct marketing account in the run-up to the launch of the company’s telephone operation, Direct Access, in March next year.

Abbey Life has appointed TBWA Direct to work on its pounds 4m direct

marketing account in the run-up to the launch of the company’s telephone

operation, Direct Access, in March next year.

TBWA will share the Lloyds TSB-owned life assurer’s account with

incumbent DP&A, but will take the lion’s share of the business.

Abbey Life is seeking to build its profile in an increasingly

competitive market and returned to TV advertising last year for the

first time in eight years with a direct response campaign through DP&A.

The ad featured a man diving into the sea with viewers believing he was

about to be attacked by a shark. The idea behind the ad was to warn

viewers that they never knew what could happen in life.

Direct Access will sell investment products over the phone and is

expected to be expanded to include simplified versions of Abbey Life’s

other financial products.

Abbey Life will launch a campaign through TBWA Direct next year backing

Direct Access along with a range of assurance, investment and pension


Abbey Life’s other roster agency, DP&A, will retain the assurer’s

critical-illness cover business.

The new campaign will concentrate on generating new business and will

include direct response TV, radio, press and direct mail.

The company’s direct marketing manager Tony Mooney said TBWA Direct’s

appointment was part of a marketing review in the run up to the launch

of Direct Access.

‘We have spent the last 12 months developing and refining our direct

marketing approach. With the launch of our Direct Access operation next

spring we felt the need to increase our agency resources,’ he said.

TBWA Direct’s appointment follows a six-way pitch, which also included

Grey Direct, MBO-RCF, Limbo, The Target Practice, Sutch Webster and

Chapter One.


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