L&G appoints creativebrief to handle creative pitch

A Legal & General creative review is poised to begin, following the financial services company's decision to appoint creativebrief to handle the pitch.

The industry's intermediaries found themselves on the other side of the fence when they lined up to to compete for the right to manage the review.

creativebrief won a competitive pitch against Agency Assessments and the MCCA for the business. The AAR and Haystack were contacted but were ruled out early on.

The review, being run by Legal & General's procurement department, is understood to be part of a major strategic shift in marketing at the company.