Guardian Royal Exchange (GRE) has handed its pounds 3.5m Guardian
Direct advertising account to BMP DDP after a four-month selection
The appointment comes after a four-way pitch that also included
incumbent CDP, WCRS and Delaney Fletcher Bozell. CDP has been GRE’s
agency of choice for a decade.
GRE spends more on promoting Guardian Direct than any of its other
The group called the review in February, after it decided to focus on
the main brand rather than on individual insurance products.
A number of marketing personnel shake-ups at GRE sparked controversy
during the pitch. In March, brand communications manager Peter Valentin
resigned, and last month GRE scrapped Larry Cattle’s position of
marketing director after a reshuffle that coincided with its acquisition
of PPP Health Care. The new director of communications will take over
the marketing director’s duties. Tom Harvey, group communications
manager at PPP Health Care, is likely to take up the post.
The account win is some consolation for BMP, which lost the high-profile
Walkers account last week (Marketing, June 4). Walkers’ parent company
PepsiCo recently realigned its global food arm.
Chris Cowpe, BMP’s joint managing director, said: ’Guardian Direct
operates in a crowded market; we relish the opportunity to build on its
success since its launch in 1994.’
Guardian Direct is the direct-sales arm for personal, motor and
household insurance. Alongside RAC Insurance Direct, it represents one
of four business units within the company. The others are general
insurance, healthcare and the life division.
The review did not include media buying, which was centralised into BBJ
Media Services last year.