TBG and insurer in new digital drive

by Media Week, Media Week 19-Feb-08

Digital advertising agency TBG London is to launch a new media ad campaign for insurance provider Liverpool Victoria.

The six-figure deal with the firm, now known as LV=, follows a test
project by TBG in 2007 that included the implementation of a range of
display placements to promote LV='s motor insurance products.

Under the deal, ads will run on Facebook and Yahoo, as well as finance

and motoring websites including 4Cars, Sky Motoring, Sky Money and Top
Gear. TBG's appointment follows an increased investment in digital
activity from LV=.

Scott Holmes, TBG's head of insurance and head of the LV= account, said:
"The investment is an indicator that online advertising is growing in
importance for consumer brands to rival more traditional channels such
as print and TV."

Barry Grainger, brand manager at LV=, said the company was using the
internet to build awareness of its new brand identity as well as to
drive sales to its website LV.com.

LV= is the latest addition to TBG's insurance portfolio, which includes
Cornhill Direct, Moneysupermarket.com and Yes Insurance.