Draft London loses Norwich Union Healthcare DM brief

Norwich Union Healthcare is reviewing its multi-million pound direct marketing account out of incumbent Draft London, which has not been invited to repitch.

A decision will be reached in the next two weeks, following a ten-way pitch between Baber Smith, Black Cat, Breckenridge & Viana, Bright, Entire, HTW, Ping, Rapier, RedTag and Tequila/London. Three agencies will make the final shortlist.

Norwich Union Healthcare’s customer communications work is split between consumer and corporate divisions. The account being pitched for covers consumer communications for both, as well as customer relationship management. The brief will include strategic and creative work and data planning.

The full range of direct marketing will be employed, according to Norwich Union Healthcare’s direct marketing manager Kevin Baughen, including direct mail, press and magazine inserts, door-to-door work and digital marketing. Baughen hopes the new agency will “bring more focus and a different creative approach” to the brand’s direct marketing.

Draft London has been Norwich Union Healthcare’s direct marketing and customer communications agency since August 1999. The relationship will end in October.

Norwich Union Healthcare’s corporate communications is handled by Team Spirit.

Rival Standard Life Healthcare handed its £1.5m direct marketing account to Bristol-based agency DMP earlier this year (MW June 19).

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