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