Royal & SunAlliance has appointed AW Media to the &£8m media buying account for its property services division Sequence.
The agency beat incumbent JWT Communications and two other undisclosed agencies for the work, which was put out for pitch last month (MW December 6).
The win includes the print media buying for all Sequence’s property ads, including those for the company’s new country property division.
The decision paves the way for a more formal media buying structure at Sequence following its rebranding last year as part of an overhaul of the division.
Under the old system the individual estate agencies that make up Sequence bought media themselves and JWT Communications provided the administration. The media buying will now be consolidated through AW Media.
Sequence chief marketing officer Mike Sommers, who joined the division last May, oversaw the review. Sommers says AW Media was appointed to improve the effectiveness of the advertising rather than for financial reasons.
The property services division has traditionally comprised 360 estate agencies across 12 brands, such as Barnard Marcus. These were rebranded as Sequence last October, but the original names are remaining on fascias while the new name is phased in.
Under the new system, Sequence estate agencies are linked by computer to provide customers with information on houses across the country.
The new brand was created by Fitch.