Investment group Clerical Medical has appointed FCB London to handle its &£5.6m advertising account, focusing on building relationships with financial advisers to raise awareness on its product portfolio.
The account will be handled by the agency’s direct marketing arm, FCBi London.
Clerical Medical’s advertising business was previously held by Euro RSCG London, but it parted company with the agency after 17 years in order to switch its marketing budget to below-the-line activity (MW January 13). The tactical switch follows legislative and regulatory changes affecting the life and pensions industry.
Clerical Medical drew up a shortlist of direct marketing and below-the-line agencies and FCBi won the account following a pitch.
FCBi will focus on raising awareness among financial advisers of Clerical Medical’s product portfolio and new pension and investment products.
A spokesman for the company, part of the Halifax Bank of Scotland group, says there are no plans to replace Euro RSCG with another above-the-line agency. The account was initially held by Partners BDDH, before the agency’s merger with Euro RSCG Wnek Gosper in 2003.