Fishburn Hedges has won a six-way pitch to build brand awareness
for insurance group Guardian Royal Exchange and provide PR support for
its UK divisions, all of which previously had separate PR
GCI, Charles Barker BSMG, Ludgate Communications, Lansons
Communiucations and Dewe Rogerson also pitched for the account, worth a
Dewe Rogerson has handled Guardian Royal Exchange’s financial PR for
three-and-a-half years and will continue to do so.
Fishburn Hedges will work alongside Guardian Royal Exchange’s recently
appointed advertising agency, BMP DDB Needham, to create a single brand
image for the group.
The PR agency will also handle corporate and product PR for four of
Guardian Royal Exchange’s five divisions: fund management company
Guardian Asset Management, telephone sales insurance company Guardian
Direct, intermediary insurance company Guardian Insurance and pensions
provider Guardian Financial Services.
GCI and Ludgate, which until now worked for Guardian Financial Services
and Guardian Insurance respectively, will no longer work for the
PR for Guardian Direct and Guardian Asset Management was previously
Guardian Health, including private health insurance provider PPP
Healthcare which was bought by Guardian Royal Exchange last December,
will handle its PR in-house. PPP’s former group communications manager,
Tom Harvey, was made communications director for Guardian Royal Exchange
last month, replacing marketing director Larry Cattle.
Neil Hedges, Fishburn Hedges chief executive, said: ’There is a real
recognition that PR needs to play an increased role in the successful
promotion of the Guardian Royal Exchange group and its divisions. There
is a benefit in co-ordinating the various programmes under a single
We look forward to helping to make this happen.’
Guardian Royal Exchange recorded group pre-tax profits of pounds 872
million last year, up 41 per cent on 1996.