Multimillion pound rebrand for as it repositions in insurance market

By Angela Haggerty, Reporter

May 29, 2013 | 2 min read is kicking off a multimillion pound rebrand campaign this weekend in an effort to reposition the brand as an insurance expertise service.

Character: Brian the robot

This weekend will see the launch of a new character, Brian the robot, across all advertising channels, beginning with a TV ad during Saturday's episode of Britain's Got Talent.

The campaign was created by Publicis London and also worked with Thompson Brand Partners, Ogilvy PR and PHD among a number of agencies to launch the rebrand, which aims to move from its price comparison service to insurance expertise.

Brian the robot will be featured across all advertising channels in different scenarios helping people save money on car insurance.

Joby Russell, marketing director at, said: "We are really excited to be rebranding our business and making a star of our new icon; Brian.

"When we think of a robot we think of something that is full of knowledge, something with quick-thinking processes and Brian embodies all of this. Brian is the embodiment of

"The new campaign, the website, the branding has all come from one brief. A brief to position as an expert, clearly differentiated from the competition through innovation."

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