Howden hires agency for data-driven rebranding blitz

UK high street consumer insurance specialist Howden Consumer & Local Commercial has handed the media business for a major data-driven advertising campaign to EssenceMediacom following a competitive pitch process.

Howden CLC rebranded from A-Plan to Howden in 2023 and has selected the GroupM agency to provide a tailored media solution to drive awareness around the new brand, while delivering efficient quotes and sales into its high street branch network.

EssenceMediacom’s solution leverages geo-location to execute a data-driven, multi-channel campaign across the UK.

This approach is designed to ensure precision targeting of Howden CLC’s key client audiences in its branch localities. As part of the strategy, bespoke creative materials will also be developed to further drive campaign effectiveness.

The agency will assume responsibilities this month, with a focus on positioning Howden as the go-to brand for a personal approach to insurance.

Howden CLC head of marketing Charlie Greenwood said: “In what was a highly competitive pitch process, EssenceMediacom presented the standout proposal, with the team showing impressive strategic thinking and ability to deliver on both creativity and data-driven precision.

“We’re looking forward to collaborating with them to showcase the unique insurance proposition Howden offers its clients, and we’re confident that in partnership with EssenceMediacom we can take our brand presence and commercial performance to new heights.”

EssenceMediacom business director Barbara Panuzzo added: “This partnership marks another milestone for EssenceMediacom as we continue to redefine how data and creativity combine to deliver outstanding business outcomes for our clients.

“We look forward to working with Howden CLC to develop breakthrough solutions to grow their customer base.”