MPGM wins £4.5m Cornhill account

Cornhill Direct Life has appointed Mitchell Patterson Grime Mitchell to its &£4.5m press ad account.

The company beat incumbent Citigate Albert Frank and three other undisclosed agencies for the work, which focuses on the company’s life assurance policies.

Until now, creative work and media buying and planning have been handled by Citigate. However, the two accounts were split as part of the review process and John Ayling & Associates has picked up the media buying and planning work.

Cornhill Direct Life direct marketing manager Alison Newman says: “Cornhill felt it was time to change gear. The strategic and creative insights Mitchell Patterson has given us will help to achieve that.”

The decision will not affect Intermediate’s TV work with Cornhill Direct Life, which features actor Christopher Timothy. The company’s five direct marketing roster agencies are also unaffected.

Cornhill Direct Life offers two products – Guaranteed Cashback for people aged under 50 and Senior Security Plans for people aged over 50.

Cornhill Direct Life is part of Cornhill Insurance, which was set up in 1905 and is now part of German insurance giant Allianz. Cornhill started sponsoring Test Match cricket in 1978 but ended its relationship with the game last year.