Shop closure sparks NFU review of 5m ad business

NFU Mutual, the insurance, pensions and investments company, is reviewing its 5m advertising account following the closure of incumbent agency, Shop.

NFU%20Mutual%2C%20advertNFU Mutual, the insurance, pensions and investments company, is reviewing its £5m advertising account following the closure of incumbent agency, Shop.

A number of agencies are understood to have been approached about the review, which is being overseen by Agency Insights. The decision is not thought to affect planning and buying agency Walker Media.

Shop won the business less than 18 months ago following a competitive pitch against five other agencies. It was briefed to work on an integrated campaign, including TV, print and online as the mutual doubled its ad spend and aimed to reposition itself as a more mainstream brand.

In May last year, NFU Mutual brokered a deal with ITV to sponsor its long-running Sunday night drama series Heartbeat in an attempt to shed its “fusty” image (MW May 3, 2007).

Shop, formerly known as Campbell Doyle Dye, will officially close its doors at the end of May. Last month, the agency parted company with Invesco Perpetual and the decision to close followed soon after it lost its flagship Mercedes-Benz account, which was consolidated into BBDO.

The agency was launched as Campbell Doyle Dye in 2001 by Walter Campbell, Sean Doyle and Dave Dye, and won the Mercedes task soon after.

RBS Insurance-owned Green Flag says it has no “immediate” plans to review its advertising, also held by Shop. It is thought it will wait until the arrival of RBS Group marketing director Crawford Davidson next month (MW May 1).

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