FH for Guardian Royal Exchange

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 arrangements.

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

arrangements.



GCI, Charles Barker BSMG, Ludgate Communications, Lansons

Communiucations and Dewe Rogerson also pitched for the account, worth a

six-figure fee.



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

group.



PR for Guardian Direct and Guardian Asset Management was previously

handled in-house.



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

umbrella.



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.



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