General Accident Direct

General Accident needed to create an immediate impression, provide the right amount of reassurance whilst generating a strong desire to act.
Agency: The Leith Agency, Feather BrooksbankAuthors: Ian Grant

General Accident Direct: 'Don't You Know a Good Deal When You See One?'

BACKGROUND

The Leith Agency were asked to pitch in October 1997 for the advertising business of CGU Direct, then known as General Accident Direct.General Accident Direct (GAD) was (and still is) a supplier of 'direct' car, home arid travel insurance policies and mortgage payment protection It was a stand-alone division of the much larger General Accident group which is now part of the merged General Accident/Commercial Union Group (CGU). For the purposes of this paper,...

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