Norwich Union has called in The Quentin Bell Organisation to handle its
entry into the direct insurance market.
QBO will run a six-figure consumer PR push for Norwich Union Direct, the
telephone insurance division, set to launch in January. The agency won
the business in a non-competitive pitch.
QBO has worked for Norwich Union’s life insurance, pensions and general
insurance divisions and advised on corporate issues for almost three
years.
Direct marketing manager for Norwich Union Direct, Bob Screen, was
tight-lipped about the campaign details claiming the information is
commercially sensitive.
The venture faces fierce competition from existing telephone bank
insurers such as Direct Line, Commercial Union and Guardian Direct.
Screen said the campaign launch programme was still at ‘pilot stage’ and
that he had ‘no fixed idea’ of the public relations spend,although he
added ‘the PR campaign needs to be significant enough to make a splash.’
The PR programme will run alongside a pounds 10 million television and
press advertising campaign landed by Saatchi and Saatchi last week.
