Giant friendly society seeks revamp partner

LV=, the financial services friendly society previously known as Liverpool Victoria, is looking for an advertising agency to handle its creative account, worth several million pounds.

It is thought that the agency will be given the task of raising the profile of the friendly society, which rebranded earlier this year, and that LV= has been approaching agencies with experience of launch activity.

The society was believed to be reviewing its agency roster earlier this year, although the process was put on hold while a number of senior marketing posts were filled.

Agencies of record include Redtag, TLG Marketing and cchm:ping, which has worked with the society on a project basis.

Earlier this month LV= appointed Nationwide Building Society marketer Gautam Datar as head of brand management, a move believed to have restarted the pitch process.

Datar, a Nationwide veteran of 19 years, reports to group marketing director David Radford and has been tasked with heading sponsorship and CSR activity, group proposition development and creative services.

LV=, the UK’s largest friendly society with 2.5 million members, was founded in 1843. The company says the revamp was prompted by a "need to evolve" to make itself more relevant.

The Bournemouth-based mutual insurance group is currently rebranding all its products and services. Last month it launched a brand refresh campaign which involved its first television advertising, created by The Partners.

LV= declined to comment on the status of the pitch, saying that the company reviews its marketing arrangements on an "ongoing basis".

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here