BBJ Media Services has won the 10m media planning and buying account for the combined Guardian Direct advertising account, previously held by TMD Manchester.
The account includes Guardian Direct, Guardian Group corporate advertising and RAC Insurance Services. The business predom-inantly comprises DRTV and is BBJ’s first financial services account.
Media Centre Manchester and CIA Medianetwork pitched against BBJ, 75 per cent-owned by the Carat Group, for the business. TMD Manchester did not repitch.
Guardian Direct merged the mar-keting of its brands last year. The business includes PEPs, home and motor insurance and, in the future, will also include direct pensions. Most of the advertising spend supports car insurance products.
Guardian Direct has been squeezed in the car insurance market by Direct Line and Eagle Star. It is understood to be looking at launching pensions products.
BBJ managing director Jerry Buhlman says: “We are very pleased. It is our first financial service client and we will be looking in detail at the relationship with the brand and DRTV in the coming months.”