Source: PrecisionMarketing

Date: 26th January 2007

Premierline Direct appoints WWAV Leeds to boost share

Direct commercial insurance company Premierline Direct - co-founded by insurance guru Barrie Wells - has appointed WWAV Rapp Collins Leeds to handle its £5m marketing account as part of an aggressive expansion strategy designed to boost market share.

The Allianz-owned company has recently increased its marketing budget as part of a bid to redefine the brand, and develop and expand its acquisition strategy.

WWAV won the contract following a competitive five-way pitch involving Mcann Manchester, Cheetham Bell JWT, Gryo and the incumbent, Cypher Direct Marketing.

The first stage of WWAV's work for Premierline Direct will break in April, followed by the launch of two new brands within the business-to-business insurance market later this year.

Commenting on the appointment, Premierline Direct chief executive Wells says: "No one did as much as WWAV to understand our target audience and consequently their strategic and creative recommendations were based on real consumer insight.

"We have exciting and ambitious growth targets that require a partnership with an Agency of WWAV Leeds' calibre to help bring them to fruition. I'm confident they can help us move to another level."

Joint founders Barrie Wells and Philipa Rothwell launched Premierline Direct in 2002 as the first direct operation to focus solely on business insurance. The business offers a wide range of insurance packages to sectors including retail, hospitality, wholesale and the motor trade.

Before creating Premierline Direct, Wells founded Prospero Direct, which later became AXA Direct. He has also been a non-executive director of Marks & Spencer Money since 2000 and works with HSBC.