Masius lands £2m Law Society claims service relaunch

Accident Line, the Law Society-backed personal-injury claims service, has appointed Masius to handle a &£2m relaunch campaign.

The scheme, which was originally set up in 1994, has come under increasing pressure from new high-spending entrants such as Claims Direct since the Government abolished Legal Aid for personal injury compensation claims.

The Law Society has linked up with specialist insurance company Abbey Legal Protection to relaunch the service as a commercial operation.

The scheme remains the only service with Law Society backing, and offers claimants direct access to a network of specialised personal injury solicitors.

Abbey Legal Protection managing director Chris Ward says: “This is an opportunity to set a new standard for personal injury claims that only specialised solicitors are qualified to provide.”

The new campaign launches next month, and will invite potential claimants to seek qualified legal advice when pursuing personal injury compensation. It will include TV, press and radio executions. It will also feature marketing through intermediaries.

Masius chief executive Andrew Porter says: “It is becoming a very crowded market, with several providers claiming to offer exactly the same service.

“Our aim is to provide positive brand differentiation, taking a realistic and ethical stance towards this sensitive subject.”

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