AA Insurance drops Ogilvy for Special Group and Twenty
AA Insurance has ditched Ogilvy after five years and appointed Special Group and Twenty to handle its advertising.
AA Insurance has ditched Ogilvy after five years and appointed Special Group and Twenty to handle its advertising.
The deal also means Twenty having to dump an existing client, rival insurance company IAG, to carry out its share of the work.
AA Insurance head of marketing Richard Park said Ogily hadn’t done anything particularly wrong but after five years it felt it time to see “who else is out there and how they may be different”.
During the two-month pitch process, AA Insurance “connected well” with Special Group and Twenty.
Special Group will handle “above the line” TV and radio advertising, and Twenty will deal with “below the line” direct marketing and database work.
Splitting advertising work between two companies, with one working above the line and another below, is a model "many use these days”.
“They will work well together,” Mr Park told the National Business Review.
AA Insurance is “really pleased” with Ogilvy’s most recent campaign on a new product.
Twenty director Simon Breed said AA Insurance will be one of his company’s top four clients. Others include Placemakers, Bay Audiology, BMW Mini and Liquorland.
The appointment means unwinding its activities with rival insurance company IAG, which operates the State and NZI insurance brands.
However, the AA work will be much bigger and more comprehensive for Twenty, Mr Breed said.
Special Group managing director Michael Redwood describes the AA Insurance deal as “a great win - a very significant win”.
“Insurance is a really dynamic market.”
He says his campaign will involve multimedia but he declined to give details.
Darren Greenwood
Fri, 30 Mar 2012
Fri, 30 Mar 2012
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AA Insurance drops Ogilvy for Special Group and Twenty
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