Legal & General has given its creative and media accounts to a so-called ‘Team WPP’ headed by J. Walter Thompson, working with Mindshare and Wunderman. Merkle’s Periscopix has won its programmatic display and paid search work.
Legal & General is one of the giants of the UK insurance world, with nine million UK customers and assets of nearly £800m. It has been an on-off advertiser in the past, using Bray Leino among others.
CMO Dominic Collins says: “Connecting with our customers, whether end consumers, partners or institutions has never been more critical. Legal & General is a surprisingly broad and diverse business. I am excited about working with WPP and Periscopix to bring our stories to life in a relevant and engaging way.”
All advertisers seem to have stories to tell these days, carefully selected of course. Legal & General has a history of getting up the noses of some of its prospective customers by providing the cheapest initial quote and then revising it sharply upwards.
But it’s great opportunity for JWT and its WPP pals to make a splash, especially as they’ll be competing for attention with adam&eveDDB, the new holder of the Aviva account, Legal & General’s great rival.