FirstAssist appoints Cognito to first ad work

Cognito, the integrated marketing agency, has won the brief to launch the first advertising for FirstAssist Legal Protection, one of the UK’s largest legal expenses insurance providers. It follows the appointment of former More Than marketer Graham Hollebon as its marketing director.

The campaign is part of a two-year sales drive for the company, which says it aims to “shake up” the sector.

There are number of executions that are based around the idea “You wouldn’t…would you?”, which aim to emphasise aspects of FirstAssist’s products and services to insurers, brokers and legal firms who are the primary purchasers of legal expenses cover. It will run across specialist press advertising, digital, direct mail and sponsorship activity.

Hollebon, who was part of the team that launched Royal & SunAlliance-owned More Than brand, was bought in to help differentiate the brand from other providers in the legal expenses marketplace.