Over-50s insurance specialist hands 10m role to WPN


RIAS, the specialist over-50s insurance brand has appointed Watson Phillips Norman (WPN) as lead agency on its £10m advertising business following a pitch process handled by the AAR.

The agency will be tasked with developing an overarching strategy for the company across customer acquisition, customer communications and brand development.

RIAS head of customer acquisition Andrew Kennett says the agency was selected to help develop a strategy to differentiate the insurer as its business faces "some ambitious growth plans with challenging targets".

RIAS was established in 1992 as a specialist provider of products for the over-50s age group. It currently has more than 880,000 customers, employing more than 1,100 across its two UK-based offices.

The move follows the appointment of Hein Kuiper as marketing director in September, who joined the company from Zurich UK Personal Lines where he was head of internet business.

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