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AMP moves ad account for £30m brand push

AMP has moved its creative account to Camp Chipperfield Hill Murray in advance of a £30m campaign to promote the brand in the UK.

Ad agency St Luke had been retained to carry out what AMP describes as preparatory brand research and positioning. Its creative proposal was rejected by AMP after a three-way pitch, including CCHM and Rainey Kelly Cambell Roalfe Y&R.

AMP plans to spend £30m over three years. The campaign will include TV ads and below-the-line initiatives.

To ensure global co-ordination, CCHM will work with agency Samuelson Talbot in Australia.

MediaCom will be the company&#39s media buyer and WWAV Rapp Collins is ret-ained to deal with below-the-line work.

The Australian company has recently introduced dual-branding across its UK arms, renaming its companies AMP Pearl, AMP NPI and AMP London Life.

The campaign follows AMP&#39s recent announcement that it was setting up a franchised salesforce to take advantage of depolarisation and new standardised off-the-shelf products that will require lower levels of advice.

A spokeswoman says: “People will have to wait and see what the campaign will look like. It will be an integrated campaign, including TV and below-the-line initiatives and will leverage AMP&#39s sponsorship of the AMP Oval.”

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