Insurance giant calls on WWAV for branding
WWAV Rapp Collins Leeds has been appointed to handle Premierline Direct\'s marketing account.
The direct commercial insurance company made the decision after hosting a five-way pitch which involved McCann Erickson Manchester, Manchester-based CheethamBell JWT, Gyro in London and Salford-based incumbent Cypher Direct Marketing.
Premierline Direct - a subsidiary of UK insurer Allianz Cornhill, itself part of the global Allianz Group - has boosted its marketing budget to £5million as part of a bid to redefine the brand and develop and expand its acquisition strategy.
WWAV Rapp Collins Leeds\' first work will break in April, focusing on the insurer\'s plans for 2007 which include the launch of two new brands within the business-to-business insurance market.
Barrie Wells, co-founder and CEO of Premierline Direct, said: \"On a personal note, I\'m delighted to be working with the agency on another exciting development in the insurance market, having first hired them many years ago for the highly successful launch of direct insurance company Prospero Direct, now Axa Direct.
\"We have exciting and ambitious growth targets that require a partnership with an agency of WWAV Leeds\' calibre to help bring them to fruition.\"
Wells and deputy MD Philippa Rothwell founded Premierline Direct in 2002 as the UK\'s first direct operation focusing solely on business insurance.
The firm has more than 100 staff operating from its central base in Lancaster.