£4m Royal Liver retains Publicis and Optimedia after ad review

Royal Liver Assurance has retained both Publicis and Optimedia as its creative and media agencies, following a statutory review of its business thought to be worth over &£4m.

Publicis pitched against CDP and Bates to retain the business it has held for four years. The review was handled by the AAR (MW September 28). It is understood that Optimedia made a formal pitch to retain the business.

A new campaign will be developed, extending the use of the existing “Lean on the Liver” theme, created by Publicis three years ago. It will involve television advertising and possibly an integrated direct response campaign via Publicis Dialog, Publicis’ direct marketing arm.

Publicis director Hugh Kellett says: “The ‘Lean on Liver’ theme is working well and has successfully positioned Royal Liver as a financial services company that offers trust, value and accessibility. We will strengthen this imagery and provide enhanced support levels for individual products over the next year.”

Friendly society Royal Liver provides various financial services including pensions and insurance. Founded in 1850, it first advertised on TV in 1997 and has since used the medium nationally.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here