Greenlight will be charged with conceiving and developing a digital strategy for LV=’s life and pension insurance products and implementing paid media and search campaigns.
LV= kicked of a review of its digital marketing requirements in March and hired Steak to work on its general insurance business, which includes car, home, pet and travel insurance, in September.
Greenlight will look to make LV=’s search marketing more efficient by reducing its life and pension division’s use of paid search in favour of improving its search engine optimisation.
LV= has also asked Greenlight to overhaul its Google Adwords structure and develop performance display campaigns to increase brand awareness and, ultimately, sales.
Lee Noon, Head of Life Digital Marketing, LV=, said: "We’ve been through a detailed tender process which started back in March 2012 to find the right agency to support our future growth plans.
"Greenlight has an outstanding reputation and strong track record for delivering high performing digital campaigns, and we look forward to working with them."
Harvest Digital was the incumbent on the general insurance as well as life and pensions business and is understood to have repitched for both parts of the business.Follow @MaisieMcCabe
This article was first published on campaignlive.co.uk
Annie Leibovitz explained the art of bringing a story down to a single moment, and shared the inspiration behind the campaign she created with Disney making tales as old as time relevant to today. We heard from Astro Teller, Captain of Moonshots at Google (yes, really) reinforcing the importance of storytelling in driving audacious invention. Mother warned us to hang on to the joy of craft and keep our brains happy in order not to become advertising douchebags. And Facebook discussed scalable creativity.