NFU Mutual in rethink of 2m business

NFU Mutual, the insurance company founded by the National Farmers Union, is reviewing its 2m advertising account. The pitch is being overseen by Agency Insight.

Nitro is the company’s agency of record. It is not known if the agency will repitch.

NFU Mutual was founded almost a century ago, and remains mutually owned, rather than a public company.

Soul (later renamed Nitro) was appointed to the account in October 2002. It was briefed with extending the brand’s profile beyond the farming community.

The review was part of NFU Mutual’s plans to broaden its market to include well-off consumers with second homes in the country, as well as those with a general interest in the countryside.

Soul was chosen after a pitch against the incumbent agency, Cogent, and Miles Calcraft Briginshaw Duffy. Walker Media was picked to carry out media planning and buying following a review held later that same year.

The financial services company markets itself as the UK’s leading rural insurer. A spokesman for NFU Mutual refuses to confirm a pitch is underway.

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