An RBS spokeswoman said Engine would provide a ‘one stop shop' for its marketing activities. The insurance brand previously worked with M&C Saatchi for its above-the-line account. Partners Andrews Aldridge will continue to work on the direct marketing account. The review was handled by creativebrief.
RBS Insurance is looking to increase awareness of Privilege, growing its adspend from £4.5m in 2008 to £20m this year. The bulk of Privilege's marketing budget will now be invested in television ads to build brand awareness.
As part of the review, the brand will assess the use of celebrities in its advertising, as well as its strapline, 'You don't have to be posh to be privileged.' Actors Joanna Lumley and Nigel Havers have both appeared in ads for Privilege.
The brand wants to retain its mass-market appeal, but is also targeting a consumer group it describes as 'the new Joneses'.
'[Members of this group are] a bit older, a bit more affluent and discerning', said Chris Watney, head of brand for Privilege and Churchill.
.jpg)
.jpeg)
