LV= hands PR brief to Kindred

Financial services provider LV= has named Kindred as its PR agency, following a competitive pitch against six other agencies. The brief is to promote the brand’s new purpose and positioning.

Kindred will commence work on projects for LV= this month with a view to delivering its first campaign soon after.

Managing partner Anastasia Scott and client service director Sam Holl will lead the Kindred team which will report to LV=’s head of corporate affairs Jon Sellors and head of brand Claire Jeromson.

Sellors said: “This is a really exciting time for LV= as a business. We’ve just unveiled our new purpose and positioning to our staff, which will underpin everything we do as an organisation. This includes all our communications activity.

“On that basis, we felt the time was right to bring in a new agency to work with us on everything from consumer media relations and brand campaigns to social media support. Having met with a number of different agencies, we selected Kindred based not only on its approach and capabilities, but also on the fact that its values closely match our own. We’re really excited about getting started.”

Holl added: “This is one of the most interesting, exciting and challenging briefs we’ve ever won. LV= has a real, positive point-of-difference in a sector that is often met with scepticism and distrust, so we’ll be working with the team there on a range of different initiatives to bring the organisation’s great work to a broad audience. The fact that we’ll be doing this using Kindred’s full-service skillset makes it even better.”