Howden Insurance has appointed media agency EssenceMediacom to deliver a large-scale multi-media campaign to drive greater brand awareness in 2025.
EssenceMediacom secured the account at the conclusion of a competitive pitch process. It has been tasked with delivering a tailored media solution to drive awareness for Howden Consumer and Local Commercial (CLC), the UK high street consumer business of Howden.
Originally named A-Plan, Howden Insurance rebranded in 2023 and is looking to make the British public more aware of the name change with a targeted campaign.
The agency will assume responsibilities at the start of 2025, with a focus on positioning Howden as the go-to brand for a personal approach to insurance.
Charlie Greenwood, head of marketing at Howden, said: “In what was a highly competitive pitch process, EssenceMediacom presented the standout proposal, with the team showing impressive strategic thinking and ability to deliver on both creativity and data-driven precision,
“We’re looking forward to collaborating with them to showcase the unique insurance proposition Howden offers its clients, and we’re confident that in partnership with EssenceMediacom we can take our brand presence and commercial performance to new heights.”
EssenceMediacom plans to provide a tailored media solution to drive awareness around the new brand, whilst delivering efficient quotes and sales into its high street branch network.
EssenceMediacom’s proposed solution leverages geo-location to execute a data-driven, multi-channel campaign across the UK.
This approach ensures precision targeting of Howden CLC’s key client audiences in their branch localities.
As part of the strategy, bespoke creative materials will also be developed to further drive campaign effectiveness.
Barbara Panuzzo, business director at EssenceMediacom, said: “This partnership marks another milestone for EssenceMediacom as we continue to redefine how data and creativity combine to deliver outstanding business outcomes for our clients,
“We look forward to working with Howden C&LC to develop breakthrough solutions to grow their customer base.”