Admiral Insurance reviews £7m media

Ian Darby, Campaign 30-Mar-07

Admiral Insurance, the parent of the Elephant.co.uk, Diamond, Confused.com and Admiral insurance brands, is reviewing its £7 million media planning and buying account.

The business is currently with Starcom, but the financial services
company has opened talks with other agencies ahead of a pitch.

Paula Jones, the media manager at Admiral, said: "We are conducting a

review later this year and the incumbent agency will be part of that

review."

Admiral, which targets an audience of young drivers, focuses its spend
on TV, while Diamond, a car insurance product for female drivers, has a
significant press spend. Elephant promotes its range of cut-price
insurance products with TV advertising featuring an actor wearing a fake
elephant head.

The agency review follows a strong 2006 for Admiral, which saw it
increase its first-half profits by 24 per cent on the back of a strong
performance by Elephant. Profits from its Confused.com website also
surged.

Admiral last reviewed its media account in late 2002, when it
consolidated its business into Starcom. It previously used agencies
including the independent TCS North.

Creative for the Admiral brands is handled in-house.