Motor insurance news
03/08/2007
Cheap car insurance provider swaps ad agencies for 2007
Cheap car insurance firm Admiral has changed marketing agencies in a deal worth £10 million, ditching old partner Mediavest Manchester in favour of MindShare. The move comes in spite of a very successful 2006 with Mediavest, which saw the firm increasing its first-half profits by an impressive 24 percent.
Besides its own direct motor insurance business, Admiral owns several other brands including women's insurer Diamond, online car insurance provider Elephant.co.uk and Confused.com, the financial services switching site.
Under the new contract, MindShare will be responsible for the planning and buying of marketing media for all these companies, focusing on TV commercials and adverts in the national press. However, the creative aspect of Admiral's campaigns will remain in-house.
"With Admiral's brands performing so well at the moment, it seems a odd time to be abandoning presumably successful relationships in favour of untested ones," said a spokesman for the cheap car insurance experts at Hoot Car Insurance Services. "Admiral must be expecting this change of agencies to make 2007 even more profitable than 2006."
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