The Academy wins six-figure Beagle Street life insurance account

Life insurance industry player Beagle Street has handed The Academy a retained brief thought to be worth around £500,000 as it looks to make a mark on the sector.

Beagle Street: Looking to change the life insurance industry
Beagle Street: Looking to change the life insurance industry

The agency won the account in a contest with four others and will now handle PR and social media as well as provide strategic counsel.

Owned by BGL Group, which is also behind Comparethemarket.com, Beagle Street launched in 2012 and has set out to lure customers online and "change the perception of the life insurance market as a whole".

The Academy’s focus will be on positioning the company as a new and innovative entrant to the sector, with The Academy team headed up by co-founders Mitchell Kaye and Daniel Glover.

They will report to Beagle Street MD Matthew Gledhill, who during the tender process told PRWeek that as well as "reassuring people" about choosing life insurance online the focus would be on "celebrating life".

Following the appointment, he said: "The Academy immediately proved itself to be the right partner for us – challenging us as a business, providing strategic counsel from day one and sharing creative ideas that will not just provide brand fame but really change the perception of the life insurance market as a whole." 

Kaye called Beagle Street "an open-minded client", adding that he believed its approach would "rewrite the rules".

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