£4m Royal Liver retains Publicis and Optimedia after ad review

Royal Liver Assurance has retained both Publicis and Optimedia as its creative and media agencies, following a statutory review of its business thought to be worth over &£4m.

Publicis pitched against CDP and Bates to retain the business it has held for four years. The review was handled by the AAR (MW September 28). It is understood that Optimedia made a formal pitch to retain the business.

A new campaign will be developed, extending the use of the existing “Lean on the Liver” theme, created by Publicis three years ago. It will involve television advertising and possibly an integrated direct response campaign via Publicis Dialog, Publicis’ direct marketing arm.

Publicis director Hugh Kellett says: “The ‘Lean on Liver’ theme is working well and has successfully positioned Royal Liver as a financial services company that offers trust, value and accessibility. We will strengthen this imagery and provide enhanced support levels for individual products over the next year.”

Friendly society Royal Liver provides various financial services including pensions and insurance. Founded in 1850, it first advertised on TV in 1997 and has since used the medium nationally.

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