Magazine article Marketing

L&G's TV Umbrella Coverage

Magazine article Marketing

L&G's TV Umbrella Coverage

Article excerpt


The third largest insurance company Legal & General (L&G) is on the verge of signing the UK's first multi-regional sponsorship deal backing local weather forecasts.

The deal, through ad agency Young and Rubicam, is worth 1m [pounds] in the first six months. It will cover 12 of the 14 ITV regions and will run to the end of the current franchise period in December 1992.

For its money, Legal & General gets a 10 second slot at the beginning of the forecast and 5 seconds at the end as well as a voice over credit. Furthermore, under the ITC's new, more relaxed rules, sponsors can use animated logos to get their message across.

With Legal & General's umbrella logo, the creative opportunities are an advertising man's dream.

According to Legal & General group communications manager Tom Banks, the main objective of the deal is to create brand awareness. Legal & General has traditionally been a heavy TV advertiser but has been absent from the small screen for about a year.

This deal gives the company near network exposure at least three times a day in each region at peak viewing times. …

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