According to the Eastern Daily Press, using Steve Coogan's cringe-worthy comic creation, who is the popular host of the 'Norfolk Nights' late night show on the fictional Radio Norwich, is an idea being frequently presented to Norwich Union bosses.
Norwich Union spokeswoman Lucy Haughey told the newspaper: "It is certainly possible that Steve Coogan is among the pitches we have received from the agencies we are talking to now. We are talking to several agencies and the TV campaign will be for Norwich Union Direct's core products -- motoring and household insurance."
While Norwich Union is toying with the idea, there are many in the Norfolk city that do not appreciate the Alan Partridge phenomenon. City councillor Andy Pearmain recently said the fictional disc jockey was partly to blame for Norwich's failure to reach the shortlist to be the European capital of culture in 2008.
But having recently made an ass of himself at the sales conference for Dante's Fireplaces and the Colmans Mustard Norfolk Bravery Awards, whether Alan Partridge is the kind of image a financial institution wishes to be connected with is a moot point.
Norwich Union Direct is currently reviewing its estimated 拢8m above-the-line creative account, held by McCann Relationship Marketing. The process is being handled by Agency Insight.
The main Norwich Union account is also held by McCann-Erickson, which last month unveiled its latest TV advertising campaign. The spot called "trawlerman", the third TV execution in the current campaign, features a Geordie fisherman as the central character, explaining in simple terms how his finances are "sussed" because Norwich Union has provided him with sound impartial advice for his financial future.
The campaign targets 35- to 50-year-olds, based on research carried out by McCann that found there is a lack of trust among consumers of independent financial advisers. The latest ad will be followed by a second burst of activity featuring the first two treatments -- "portrait of an artist" and "yoga", which first aired in April.
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