Homeserve constructs roster to boost brand

Homeserve, the emergency policy and repair business headed by former BSkyB marketing director Jon Florsheim, is building its first agency roster ahead of ambitious plans to boost the brand.

The roster includes brand consultancy Venture Three, which Florsheim worked with at Sky, Group M for media planning, and Barracuda Digital for search engine optimisation.

The company previously worked with the7stars on digital media planning and buying, but the account has been shifted to Mediaedge:cia as part of Group M’s wider remit. The7stars was appointed to the £3m business without a pitch last year (MW April 6, 2006).

Homeserve is also in advanced negotiations with a direct marketing agency to handle its below-the-line account, which makes up a majority of its marketing.

Florsheim, chief executive of Homeserve GB, has also poached Lloyds TSB head of online and marketing communications Steve Hollyoak as group director of brand communications. It is understood that further marketing appointments are in the pipeline.

The new role emphasises the company’s focus on building the brand alongside its existing partnership model, where home emergency policies are marketed through energy, water and financial services partnerships.

Earlier this month, it announced a partnership with Npower to take on British Gas in the home installation and services sector.

Homeserve is one of the UK’s largest providers of home emergency policies and repairs but wants to expand its role. It is seeking to position itself with roadside support services such as The AA and RAC for the home.

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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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