RSA hires Starcom to £50m global media account

Insurance group RSA has hired Publicis Groupe’s Starcom to handle its consolidated £50m global media planning and buying account.

The insurance group, formerly Royal & Sun Alliance, awarded the account after narrowing down its shortlist to Starcom and Interpublic incumbent Universal McCann, whih had held the account since 2004.

Former ITV and AA marketing director Clare Sheikh, now RSA marketing director, led the review for an account covering 47 different brands in 130 countries including online insurance offer More Th>n.

The last RSA campaign in the UK was for More Th>n at the end of last year. It was created by Fallon and featured the voice of The Mighty Boosh Julian Barrett

Insurance brands are increasingly ramping up their marketing muscle to address very low levels of consumer trust. Switzerland-based Zurich has spent the last two years embedding a “marketing-led culture” and RSA has recently added to its international marketing team in addition to the agency review.