Admiral hands £10m media account to MindShare

by Staff, Brand Republic 04-Jul-07, 09:25

LONDON - Insurance brand Admiral has handed its estimated £10m media account to MindShare, dropping incumbents Starcom MediaVest and MediaVest Manchester from the account.

The company's media account includes the two online brands, Elephant.co.uk and Confused.com, the Diamond brand aimed at women, and Admiral insurance. The review was called in March this year.

The main Admiral brand, Confused and Elephant.co.uk concentrate their promotional activities on TV advertising, largely within daytime schedules, while Diamond is a significant spender on press campaigns.

Creative for the Admiral brands is handled in-house and the insurer does not retain a creative agency.

Admiral, the trading name of financial and insurance firm EUI, last reviewed its media arrangements in late 2002, when it consolidated its business into the current incumbents. It previously used agencies including the independent TCS North.

The company was set up in 1993 to offer specialist motor insurance quotes to drivers in higher risk categories, such as young drivers, people living in cities and those driving performance cars. The insurance firm started offering online quotes for drivers in 2000.

The win will galvanise MindShare after the loss, earlier this month, of the £15m Birds Eye media account, which was handed to Aegis-owned agency Carat after a three-way pitch including Starcom.