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M&C Saatchi wins Direct Line.
M&C Saatchi has scooped the pounds 35 million Direct Line account, just 12 months after missing out on the business in a pitch against Clemmow Hornby Inge.
M&C Saatchi was informed of its win on Monday afternoon. Both agencies have been presenting new strategies and creative routes to the company's new marketing director, Mike Tildesley, over the past few weeks.
Tildesley joined the Royal Bank of Scotland-owned insurance and finance business in October. Direct Line explained that the agency switch was because Tildesley wants to provide a fresh approach to the brand. RBS's chief executive, Fred Goodwin, is understood to have become directly involved in the appointment.
Over the past six months, CHI has developed a campaign that centres on twin brothers, who suffer from identical mishaps. The brother who is insured by Direct Line finds himself in a much better position than his twin.
In the new round of presentations, CHI is understood to have put forward one creative route that included the twin idea, and one that did not.
The agency's appointment last year came after a protracted and demanding pitch process, which saw M&C ...
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- Magazine article from: Marketing Week November 3, 2005 700+ words
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