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Air advertising to relaunch Claims Direct |
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Monday, 11 June 2007 |
Claims Direct, the personal injury claims company which was bought by law firm Russell Jones & Walker (RJW) out of administration in 2003, is re-entering the market with a multi-million pound campaign through Manchester agency Air.
 Prior to Claims Direct encountering financial difficulties in 2002, it was spending £2m a month on advertising and RJW’s marketing director, Andy Hoe, said recent research showed unprompted brand recall was still exceptionally high. This, he added, gave the firm additional confidence in the level of investment it was making in the relaunch.
Some observers question the rationale behind RJW’s acquisition of the controversial injury specialist, given that RJW’s reputation was forged working with trade unions and supporting employee causes. Hoe however maintained that the new activities simply reflected continuation of the firm’s tradition of acting for individuals in need.
Air won the business in competition with London agency Quiet Storm. The media is being bought by All Response Media in London and PSA Films in Manchester has produced the TV commercials.
Air has previous experience in this sector gained from clients including Phone-A-Loan and the Peninsula Group.
Prior to joining RJW, Hoe was at claims management company the Blue Sky in Preston. He told How-Do though that Air was already in discussions with RJW when he arrived. Hoe has previously worked for Hammerite and Vimto.
The TV campaign breaks on 18 June and will be followed by a substantial press and radio campaign.
www.claimsdirect.com/
www.airadvertising.co.uk/
www.rjw.co.uk
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