MARMALADE APPOINTS COGENT.
Young person’s car insurance specialist, Marmalade, has appointed Cogent as lead creative agency to develop a new brand campaign following a close-fought competitive pitch. The appointment marks a significant step for the brand as it undertakes above the line advertising for the first time since the brand was founded in 2006. The new integrated campaign launched at the end of July, with the TV spot airing for the first time during the Love Island final on ITV2 on 30th July.
Marmalade targets 17-24 year olds, specialising in insuring learner drivers and young drivers with a range of short-term and annual options on their own car or a car they borrow. They also offer an exclusive new car and insurance package.
Cogent are executing the campaign across TV, outdoor and print advertising, and working in close collaboration with Marmalade’s other incumbent agencies MJ Media, Fetch for digital and Mobas for PR.
Sales and Marketing Director at Marmalade, Adam Moger, said: “It’s an exciting time for Marmalade; we have significant growth plans and a number of product innovations in the pipeline. We needed a creative agency partner who could quickly get under the skin of our brand and specialist product offering, and develop an insight-led creative campaign that would really resonate with our savvy young target audience. Cogent demonstrated all of this, plus a real focus on open collaboration with our tight-knit team and other agency partners.”
Bruce Hutton, Chief Executive at Cogent, echoed this: “From the moment we read the brief, we were excited – a successful brand with stacks of potential, and a challenge that sits in a bit of a sweet spot for us – automotive, financial services, and a youth audience. As a parent of a learner driver, I have first-hand experience of the obstacles this audience can face in getting insured to drive. It’s exciting to be partnered with such an entrepreneurial, forward-thinking business and helping youngsters to taste the freedom of driving safely and responsibly.”