RBS appoints Engine to £20 million Privilege account

by Noel Bussey, campaignlive.co.uk 03-Jul-09, 09:59

LONDON - Engine has picked up the £20 million Privilege business following a final pitch against Kitcatt Nohr Alexander Shaw and Geronimo.

The insurance brand, which is part of the RBS Group, called the pitch in May in a bid to consolidate all of its business into one agency or group.

M&C Saatchi, the incumbent on the above-the-line business, was invited to repitch but was knocked out at an earlier stage. The below-the-line account will continue to be handled by previous incumbent Partners Andrews Aldridge, which formed part of the Engine team along with WCRS.

Privilege has recently repositioned its brand and is planning to double its adspend from £4.5 million in 2008 to £10 million, with the majority put into TV, in a bid to build awareness of the brand.

It will also assess its use of TV stars, such as Joanna Lumley and Nigel Havers, as well as its strapline: "You don't have to be posh to be privileged."