Royal launches £20m rebranding campaign

Royal & SunAlliance is splashing out £20m on a multi-channel television advertising campaign to promote the rebranding of its consumer division.

Royal & SunAlliance is splashing out £20m on a multi-channel television advertising campaign to promote the rebranding of its consumer division.

The launch next month is a major commitment for the company, which last year spent £10m on advertising – principally direct marketing – and is fighting a decline in profits.

The campaign will see Royal return to TV screens for the first time in four years.

Creative work is being handled by Ogilvy & Mather and WWAV Rapp Collins, with media buying by MGM.

Life assurance, savings products and general insurance, including car and home insurance, will be incorporated into the division, which is codenamed eVita.

The move is part of a general restructuring programme by the company and ends recent speculation that it is selling off its life and general insurance division.

At the start of May, MW revealed that the company is to relaunch its property services division under new chief marketing officer Mike Sommers (MW May 10).

This will offer home buyers advice on all aspects of moving home, including conveyancing and maintenance.

Royal has also announced it has sold insurance chain Swinton to MMA Insurance for £54m.

The company’s overall profits have plummeted from £566m in 1999 to £476m in 2000.

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