The future of the Guardian. Health brand looks uncertain following the Guardian Royal Exchange Group’s takeover of health insurers, PPP.
It seems that the Guardian Health brand will be discontinued in favour of the more widely known PPP brand.
John Sinclair, group executive director at GRE, said: “Once the products are finalised under the PPP brand, we will no longer be marketing Guardian Health.”
But it is not thought that this will result in job cuts at Guardian. Sinclair added: “In the front office it is unlikely that there will be any real change in people.”
However latest reports indicate that 100 jobs might go at PPP, though most of these will be through `natural wastage’.
John Neville, a spokesman for PPP said: “One of the attractions of this deal was the PPP name. Recent surveys have revealed that seven out of 10 people recognise the brand, so it makes sense to continue promoting this.”
But becoming a household name has been an expensive process and PPP has spent £30m on television advertising campaigns.
In contrast Guardian Health has operated mainly in the corporate market, and most of its marketing activities have been through the intermediary channel.
Derek Rome, director of corporate affairs, said: “Most of the above the line promotion will be for the PPP brand. However, Guardian Health will continue to perform a useful function within the group. Both companies have been phenomenally successful and we want to build on these strengths.”
He added: “Guardian Health will continue to operate in the corporate sector and will be an important area of future growth, but will continue to have a lower profile than PPP.”
See news analysis – page 17