Source: MarketingWeek

Date: 25th January 2007

Premierline Direct hands £5m task to WWAV North

WWAV Rapp Collins North has won the account for Allianz brand Premierline Direct following a review.

Marketing Director Katie Aston oversaw the pitch, which involved several other undisclosed agencies. It is not known if incumbent, Manchester-based Cipher Direct Marketing, was invited to repitch to the business.

The review was called in October when the niche insurance brand revealed it would quadruple its overall marketing spend to £8m ahead of "aggressive" expansion plans in the UK. (MW October 26, 2006).

WWAV Rapp Collins North will be tasked with developing Premierline's brand and producing work across a range of media in order to increase sales. Aston and chief executive Barrie Wells were believed to be looking for an agency with through-the-line credentials.

Brilliant Media, which handles the insurer's online account, and Media Vest Manchester, which holds the media account, are thought not to be affected by the review.

The insurer is seeking to double in size by 2008. It launched in 2002 providing specialist business insurance to small and medium-sized companies (SMEs). Premierline Direct was expected to record a turnover of £17m for 2006. It is a subsidiary of Allianz Insurance, the UK arm of German group Allianz, which formed when it took over the Allianz brand in 1986.