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Swinton Insurance Public Relations Drum News

Swinton Insurance to work with BJL on brand reinvigoration drive

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By Gillian West | Social media manager

February 8, 2013 | 2 min read

Swinton Insurance has selected BJL as its lead strategic and creative agency with a long-term brief to help evolve and reinvigorate the brand.

BJL were awarded the brief following a competitive pitch process against agencies from both London and the North West. The Manchester-based team will now start work immediately on a brief addressing the company’s brand strategy in the competitive marketplace.

BJL has also been tasked with driving and supporting multiple aspects of a brand refresh, first on the list is to devise and oversee a comprehensive staff engagement programme to educate, empower and excite Swinton’s 5000+ employees nationwide about the changes ahead.

Swinton has also asked BJL to review and redesign the brand’s look and feel across its 500+ branches and marketing material, BJL’s digital team will also refresh the visuals and functionality of the insurance provider’s website.

Gerald McLarnon, marketing director at Swinton Insurance, said BJL’s “keen industry insight and creative excellence” helped win the account, adding “we’re looking forward to working with them in partnership on our brand strategy for the foreseeable future.”

BJL director, Amanda Steele, commented: “Swinton is a fantastic brand, with a strong heritage in the financial services sector and an enduring high street presence and we’re looking forward to bringing the benefits of our sector experience and creativity to this next exciting phase in their development.”

Swinton Insurance Public Relations Drum News

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THE BJL GROUP

BJL is an integrated agency, creatively focused and commercially aware. We work with brands – often challenger brands and nearly always brands in transition – to help them stand out and be successful in today’s world. We believe many voices talking as one are incredibly powerful; Your social media amplifies your PR which builds on your advertising, which heightens the relevance of your CRM and provides a base for your content creation, and so on. So we work in a way today’s consumers live. Connected. BJL is a mix of strategists, planners, creatives, digital and social specialists, PR and brand teams. Our role is most often as lead agency, developing and delivering integrated campaigns. We do this with a team of 85 split across 2 offices: Manchester (Spinningfields) and London (Shoreditch). Part of Dentsu

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