Karmarama has won the launch advertising account for Nationwide Insurance, the Nationwide sub-brand being developed by LV=, the Liverpool Victoria friendly society. LV= called the pitch last month and is also reviewing its media planning and buying (MW August 7).
The agency has been tasked with developing direct response advertising across car, travel and small business insurance. It pitched against Tangible Financial, a Nationwide roster shop, and Designate, LV=’s lead agency, to win the business.
Nationwide announced in June that it was entering into a six-year partnership with LV=, beginning in December. As part of the deal, LV= will provide all of Nationwide building society’s branded travel and motor insurance products, as well as the marketing of them. It is thought to be launching with a spend of around £10m.
Under the partnership, all customer service calls to Nationwide will also be handled by LV=, and all existing insurance customers at Nationwide will have their policies transferred.
The deal is thought to have been triggered by Nationwide’s desire to extend the number of products it offers to make it more comparable to the high street banks.