Premierline Direct hands 5m task to WWAV North

WWAV Rapp Collins North has won the 5m advertising account for Allianz Cornhill brand Premierline Direct following a review.

WWAV Rapp Collins North has won the £5m advertising account for Allianz Cornhill brand Premierline Direct following a review.

Marketing director Katie Aston oversaw the pitch, which involved several other undisclosed agencies. It is not known if incumbent, Manchester-based Cipher Direct Marketing, was invited to repitch the business.

The review was called in October when the niche insurance brand revealed it would quadruple its overall marketing spend to £8m ahead of “aggressive” expansion plans in the UK (MW October 26, 2006).

WWAV Rapp Collins North will be tasked with developing Premierline’s brand and producing work across a range of media in order to increase sales. Aston and chief executive Barrie Wells were believed to be looking for an agency with through-the-line credentials.

Brilliant Media, which handles the insurer’s online account, and MediaVest Manchester, which holds the media account, are not thought to be affected by the review.

The insurer is seeking to double in size by 2008. It launched in 2002 providing specialist business insurance to small and medium-sized companies (SMEs). Premierline Direct was expected to record a turnover of £17m for 2006. It is a subsidiary of Allianz Cornhill Insurance, the UK arm of German group Allianz, which formed when it took over the Cornhill brand in 1986.

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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