High street insurer Howden Insurance has appointed media agency EssenceMediacom to deliver a large-scale multi-media campaign to drive greater awareness in 2025.

The London agency, which is the largest in the GroupM portfolio, secured the account at the conclusion of a competitive pitch process. It has been tasked with delivering a tailored media solution to drive awareness of the brand.

Originally named A-Plan, Howden Insurance rebranded in 2023 and is looking to making the British public more aware of the name change with a targeted campaign.

“This partnership marks another milestone for EssenceMediacom as we continue to redefine how data and creativity combine to deliver outstanding business outcomes for our clients,” EssenceMediacom business director Barbara Panuzzo said.

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“We look forward to working with Howden C&LC to develop breakthrough solutions to grow their customer base.”

EssenceMediacom’s solution will leverage geo-location to execute a data-driven, multi-channel campaign across the country to ensure ensure precision targeting of Howden’s key client audiences in its branch localities.

Howden head of marketing Charlie Greenwood added: “In what was a highly competitive pitch process, EssenceMediacom presented the standout proposal, with the team showing impressive strategic thinking and ability to deliver on both creativity and data-driven precision.

“We’re looking forward to collaborating with them to showcase the unique insurance proposition Howden offers its clients, and we’re confident that in partnership with EssenceMediacom we can take our brand presence and commercial performance to new heights.”