MediaCom Melbourne has taken the CGU Insurance account from Carat and will implement a significant increase in spend.
CGU has spent little in the last few years but has set out plans to re-invest in the brand with a multimedia campaign including a national TV push. That campaign will be created by CumminsRoss, which held onto the creative business following a pitch last spring.
The brand also holds a long-term relationship with Collingwood Football club.
Chris Jackson, national manager, CGU Brand & Corporate Communication said MediaCom’s “strategic expertise and astute capabilities in planning, buying and digital” won the business.
MediaCom Melbourne boss Peter Barrie said he was “thrilled to have the opportunity to work with CGU” and that group director Luke Simpson had been instrumental in helping land the account.
“Last year was about consolidation," said Barrie. "Two of our biggest clients, CUB and Specsavers, went to pitch. We retained them despite very strong competition. Now we are going out to win business.”
Melbourne saw the majority of big pitch action last year and it is likely that 2014 could be a repeat following structural change in the market and the exit of one of the biggest names in media, Harold Mitchell.
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