Love at First Sight for LV= and Initiative

September 28, 2018 | Share this article


A very exciting time for Initiative UK, as they have been awarded the UK media account for LV=. With a pitch that started back in May, the team will be responsible for their full media strategy, across all media and a whopping spend of £25m plus.

LV= is a leading financial services provider, employing over 5,800 people and with over 5.8 million customers. They are best known for their car insurance, but offer a huge range of general insurance products to cover people’s prized possessions as well as protection and retirement policies to help cover lives, lifestyles and income. They are the UK’s best loved insurer and we are delighted that we get to be a part of building their brand!

Richard Morris, CEO at Initiative UK said, “LV= shares Initiative’s philosophy on the value of culture in building brands. It’s an absolute privilege to be partnering with a company that has such ambitious plans for future growth and digital transformation.” The win is a real testament to the incredible leadership of Richard and his team, proving that Initiative truly are the agency to beat.

Nick Whitnell, Head of Marketing for LV= General Insurance, and Ben Ralph, Head of Direct Marketing for Life & Pensions, who were both heavily involved in the pitch process, said, “We’re really excited about working with Initiative. Throughout the entire pitch process, they impressed us with the wealth of knowledge and experience they have. They have the right mix of resource, culture and expertise to be a great partner for LV= and they will definitely help us compete in what is a very aggressive market place and ensure we push the brand to the next level.”

We look forward to the work getting underway, and for the beginning of a dynamic partnership!