RBS Insurance has appointed Engine Group to work on the £20m integrated Privilege insurance marketing account.
According to a RBS spokeswoman, Engine will provide a ‘one stop shop' for its marketing activities. The insurance brand's marketing was previously provided by M&C Saatchi for its above-the-line account. Partners Andrews Aldridge handled their direct marketing.
RBS Insurance wants to raise awareness of Privilege, and is doubling its adspend from £4.5m in 2008 to £20m in 2009. Most of Privilege's insurance marketing budget will now be chanelled into brand awareness building television ads.
As part of this review, Privilege will examine the use of celebrities in its advertising. It will also look at the current strapline, 'You don't have to be posh to be privileged.' Privilege have previously used Joanna Lumley and Nigel Havers as part of its wider insurance marketing actvities.