Royal & Sun Alliance has appointed Arc Advertising to produce a pounds
5m brand-building campaign to introduce the company to consumers,
following the pounds 5.3bn merger of Sun Alliance and Royal Insurance
The appointment is likely to boost Arc’s chances of securing the main
advertising business for the combined insurance company, which could be
worth around pounds 20m. Arc previously held Royal Insurance’s pounds
11.5m account, while Leagas Shafron Davis was responsible for Sun
Alliance’s pounds 10m account.
A source close to the company said its marketers were keen to build on
the brand equity created by Arc’s successful ‘You’d better ring the
Royal’ campaign, a version of which is expected to be used next year.
However, a spokesman for the Royal & Sun Alliance said both Arc and
Leagas Shafron Davis were being used for future projects and no decision
was made on whether they would be asked to pitch for the business.
‘A brief was drafted for the campaign and the two agencies were invited
to pitch - Arc subsequently won. We are still working with Leagas
Shafron Davis and Arc on other things,’ he said.
Arc’s win follows news that Steve Grime, one of Leagas Shafron Davis’s
chief creatives has quit to join Mitchell Patterson Aldred Mitchell.
Though Grime is not believed to have played a major part on the Sun
Alliance account while at Leagas Shafron Davis, his departure will
weaken the agency’s chance of winning the Royal & Sun Alliance business.