Fai Puts Y&r On Notice In Review
Sydney Morning Herald
Thursday November 9, 1995
The floodgates are set to open on the $6 million FAI Insurance account, with two Sydney agencies circling the business amid rumours the client's relationship with incumbent agency Young & Rubicam is shaky.
FAI marketing general manager, Mr Rob Taylor, told the Herald yesterday that the company had undertaken a "major research project" into its advertising activities.
He said the research findings could lead to a full review of the account. However, FAI general insurance managing director, Mr Daniel Wilkie, later confirmed to the Herald the account was being reviewed, with all agencies being considered, including Y&R, "put on notice".
Mr Wilkie also suggested the company could soon undertake an overhaul of its marketing department to coincide with the review, but said nothing had been decided.
FAI has already held talks with Sydney agencies, Mattingly & Partners and Magnus Nankervis & Curl/FCB. It is understood neither agency has received a brief on the business, instead holding informal talks with FAI management regarding its advertising direction.
"We are in the process of researching what our customers want. We are talking to existing customers and customers who have recently left us," Mr Taylor said.
"I think people are becoming more sensitive to service standards from insurance companies. I also think a degree of scepticism is still evident in the market. There is always a level of nervousness on the customer's behalf, it's that kind of business we're in."
Mr Taylor, who joined FAI from Mercantile Mutual a year ago, declined to comment on rumours FAI was dissatisfied with the creative work from Young & Rubicam, which includes the "Don't get mad, get even" campaign.
The campaign was first launched in July 1993, and was popular with the public. However, the insurance industry was furious with its depiction of irate customers dealing with insurance companies.
FAI received so much flak it had to change the campaign and soften it.
Last year it was decided to take the campaign on a more humorous course, while in Queensland a $1 million retail campaign featuring touring car driver Dick Johnson was launched.
Since then the "Don't get mad, get even" campaign has been canned. Mr Taylor would not elaborate on the reasons behind the decision, but pointed out the Dick Johnson ads were still running in Queensland.
"The 'Don't get mad, get even' campaign worked to some degree, and in some areas it didn't," he said.
However, it has been reported that in the 12 months after the original campaign was first aired, there was an 80 to 100 per cent increase in inquiries and a 30 per cent rise in quotes. The campaign also won two 1994 Australian Retail Results awards.
Y&R managing director Gary Kearly was unavailable for comment. Insiders say the agency is keen to have another stab at the business.
© 1995 Sydney Morning Herald
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