Goodgoll wins London

London Life has awarded Toronto ad agency Goodgoll Curtis its much coveted account, which has an expected budget of about $3 million annually.London Life has been searching for a new agency since previous agency mmbd was put into receivership in August.'Our...

London Life has awarded Toronto ad agency Goodgoll Curtis its much coveted account, which has an expected budget of about $3 million annually.

London Life has been searching for a new agency since previous agency mmbd was put into receivership in August.

‘Our plan is to strengthen our Freedom 55 positioning, which we’ve established over the last eight or nine years,’ says Sandy Wilson, vice-president of communications at London Life insurance company.

‘We have a lot of momentum,’ Wilson says.

He says London Life creates most of its sales support material and customer communications internally in its marketing communications department.

He says Goodgoll Curtis will primarily help it with its strategy for those things and create any national advertising.

According to Wilson, London Life chose Goodgoll because of its integrated strategic marketing experience and the quality of its creative.

Wilson says the collapse of mmbd did not significantly damage the marketing of Freedom 55, although he concedes the process of choosing another agency was an ‘inconvenience.’

London Life is aiming to release new advertising by the spring of 1995, but there have been no decisions on exactly what form it will take. AB