Edelman replaces Brunswick on RSA corporate PR task

Royal & SunAlliance (RSA), the UK's largest general insurer, has hired Edelman Financial in place of five-year incumbent Brunswick.

The insurance giant made the switch after a review of its corporate PR needs - which follows around seven months after RSA reviewed communications for its UK business, hiring Lansons in the process (PRWeek, 19 October 2001).

Edelman head of financial PR Stephen Benzikie leads the work, handling a financial and corporate brief that includes CSR and high-level strategic advisory work.

The agency won the work without a formal pitch, but RSA director of PR Stephen Clark said the company had talks with a number of agencies in the review.

Clark said: 'In the past we have tended to focus more on media relations, but part of the new brief is to take a broader corporate advisory role.'

RSA, which has a market cap of £4.6bn and is a FTSE 100 company, has made a shift from life insurance into the general insurance market during the past year.

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