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.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel