Nationwide appoints Karmarama to oversee its LV= partnership

by Alex Brownsell, Marketing 01-Sep-08, 14:16

LONDON - Nationwide Building Society has appointed marketing agency Karmarama to handle the creative account for its partnership with LV=, the Liverpool Victoria friendly society. Karmarama will take control of response advertising across car, travel and small business insurance.

Nationwide announced in June it was entering into a six-year partnership with LV=, to begin in December. As part of the deal, LV= will provide all of Nationwide's branded travel and motor insurance products. A TV and print campaign to promote the venture is earmarked for January.

Karmarama won the account following a competitive pitch against Tangible Financial and Designate Communications, the incumbent agencies at Nationwide and LV= respectively.

In May, Nationwide ditched its 'Proud to be different' strapline after six years as it looks to freshen up its marketing.