5m Green Flag in agency review

Green Flag, the Leeds-based vehicle breakdown recovery service operator, is reviewing its 5m advertising account currently held by local agency Advertising Principles.

Eamonn Ferrin, head of brand for Green Flag, says he has drawn up a shortlist of five agencies, including the incumbent, Young & Rubicam, TBWA, The O’Connell Partnership and Evans Hunt Scott.

He says: “We’re reviewing both above and below-the-line capability. We’re looking for an agency that can help us set our brand strategy for the future and carry it through.” He expects to make a decision by the beginning of January.

According to Register-MEAL, Green Flag’s advertising spend for the year to the end of September 1996 was 5m, although Ferrin disputes this figure, saying it is “too high”. He would not confirm the budget, but did say that it would be increased for 1997.

In addition to its advertising expenditure, Green Flag also sponsors the England national football squad. According to Register-MEAL, it spent 500,000 on advertising this deal, again through Advertising Principles.

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