LONDON, November 21, 2012 /PRNewswire/ --

Independent digital marketing agency, Greenlight has been awarded a brief to define a digital strategy and implement integrated paid media and search campaigns for LV='s life and pensions business, to continue itsinvestment and further its growth via digital channels.

Greenlight takes the account over from incumbent agency, Harvest Digital, and will be responsible for digital media buying including paid media, natural search and display media.

Greenlight's strategy will includecreative link building to improve keyword rankings, social campaigns, on-page search engine optimisation (SEO) and all elements of paid media.

Lee Noon, LV= Head of Life Digital Marketing comments:

"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."

Greenlight will also look to improve efficiencies in search marketing budgets and to reduce LV='s life and pensions' reliance on paid media, particularly in areas where SEO is performing well. This will be done via the implementation of Hydra, Greenlight's software-as-a-service cloud platform technology,comprising a toolset and framework to measure how SEO and pay per click (PPC) compliment or cannibalise each other. This will eliminate duplication of activity and investments to deliver efficiencies and uncover new opportunities for growth.

Greenlight will also carry out a completely new adwords structure for paid campaigns and performance display to drive increased brand awareness, repeat purchase and direct sales.

Matthew Whiteway, Client Services Director at Greenlight comments:

"Lots of agencies talk about integration between SEO and PPC, but with our Hydra One Platform we believe we are the only agency to deliver a truly effective working model that will produce results. Hydra's efficiency algorithm allows us to see where PPC is cannibalising free traffic and sales from organic search, so that clients can reallocate that budget to areas where it is more likely to drive new incremental sales."

We are delighted to have been selected by LV= and look forward to working together with the team to drive its business forward."

Notes to Editors:

About LV=

LV= employs over 5500 people and serves around five million customers with a range of financial products. We are the UK's largest friendly society and a leading financial mutual.

When LV= started in 1843 its goal was to give financial security to more than just a privileged few and for many decades was most commonly associated with providing a method of saving to people of modest means. Today LV= follows a similar purpose, helping people to protect and provide for the things they love, although on a much larger scale and through a wide range of financial services including insurance, investment and retirement products.

LV= offers its services direct to consumers, as well as through IFAs and brokers, and through strategic partnerships with organisations such as ASDA, Nationwide Building Society and a range of trades unions.

LVFS is authorised and regulated by the Financial Services Authority, register number 110035. LVFS is a member of the ABI, the AFM and ILAG. Registered address: CountyGates, Bournemouth BH1 2NF.

About Greenlight:

Greenlight is a leading independent digital marketing agency, providing Search and Social Media services. With over 100 blue-chip clients including Santander, New Look, Sky and ghd, Greenlight is a leader in the digital marketing space, and is recognized worldwide for its commitment to delivering record ROI for its clients and investing in the future.

Greenlight's Hydra OnePlatform enables Paid and Natural Search to truly work together allowing Greenlight and its clients' digital marketing teams to work towards one strategy, target and budget and acquire new customers more efficiently and cost effectively.

Greenlight is considered the premier thought leader in the sector publishing widely read industry reports, original research and speaking at trade events. Founded in 2001, Greenlight is headquartered in London, with offices in New York. http://www.greenlightdigital.com

SOURCE Greenlight