Neilson Financial Services, the direct-to-consumer life insurance company, has appointed The Specialist Works to handle all of the company’s DRTV media business, estimated to be worth more than £2om in spend.
The move, which results in the agency replacing Starcom on the account, will see The Specialist Works take what it calls “an audience-first approach” to TV campaigns and drive efficient response across the entire portfolio of Neilson Financial Services brands, including British Seniors (pictured) and Smart Insurance.
The debut work launches this week with a TV campaign for a new brand launch, Cover Today.
The campaign will drive policy sales and recruit the next generation of customers. It will use [mint]av, the agency’s proprietary attribution technology, to provide insights into the campaign’s efficacy.
Neilson Financial Services chief operating officer David Rees said: “Having a solid TV strategy is crucial to us as we enter our next phase of growth and expand our brand portfolio.
“We are thrilled to have The Specialist Works guide us through this complex landscape and can’t wait to harness their fine-tuned expertise to maximise the impact of our campaigns.”
The Specialist Works managing director Verity Brown added: “Neilson Financial Services is a dynamic business on a journey of transformation and growth, and they understand the opportunity in TV to attract the next generation of customers.
“We’re so excited to help launch their new brand Cover Today and look forward to being part of their growth story.”
Earlier this year, Neilson entered a partnership with the Post Office, with the aim of supporting the development of its life insurance products. The move could lead to the expansion of the Post Office’s current offering of Post Office Life Insurance, and Post Office Over 50s Life Cover.
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