Insurance brand LV= is talking to agencies about its digital marketing account as part of a review of the business, through Creativebrief, two months after boosting its data strategy.
The account, currently held by Harvest Digital which is repitching for the business, includes e-mail marketing, search engine optimisation, digital creative, social media and digital buying.
LV= also operates a social media strategy, with a presence Facebook, YouTube and Twitter, as well as online consumer forums covering general financial matters.
The review is part of “normal business activity”, according to an LV= spokesman, who confirmed agencies have already been approached.
In February, LV= implemented a multichannel intelligence platform, with the aim of better understanding each customer journey and gaining richer insights into individuals’ behaviour.
The multichannel solution enables LV= to integrate contact centre data, to understand how customers interact between the web and contact centre; aggregator data, to better understand attraction types and influencers; mobile site data, to map the complete mobile journey for users; social media sites and campaigns, to understand their role as referrers; and viral videos and games, to track their effectiveness and influence.
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