The UK’s largest general insurer, Royal and Sun Alliance, has
handed a pounds 400,000 fee account to Shandwick, consolidating its
consumer, trade and corporate activity into one consultancy.
The account win places the insurer as one of Shandwick’s top five
clients by fee income alongside Unilever, ICI, TNT and 3i.
Shandwick’s appointment follows a competitive pitch and has led to
Staniforth PR, First Financial, Band and Brown and Lansons
Communications losing their accounts with Royal and Sun Alliance.
Staniforth promoted personal insurance sales via brokers and health and
commercial insurance. Meanwhile, First Financial handled life assurance
and pensions, Band and Brown worked on direct personal insurance and
Lansons’ brief covered unit trusts and investments. Shandwick also
handled PR for the company’s commercial engineering operations.
Shandwick will take on all the PR activities with the exception of
corporate relations, which has been handled by Brunswick since 1997.
One of the consultancy’s first tasks is to build the company’s profile
in the media. It will begin by raising the profile of UK CEO, Paul
Chris Genasi, CEO of Shandwick’s corporate practice, said: ’Royal and
Sun Alliance has not been getting coverage in the media which adequately
reflects its leadership position. Shandwick will marshal all PR activity
to build a stronger corporate brand.’