The appointment comes as PruProtect shifts from selling its products through financial advisers, to become a consumer-facing brand.
BBD Perfect Storm won the account following a three-way competitive pitch. The creative work will feature the Olympic gold medallist Jessica Ennis-Hill and will initially run on outdoor, press and online.
Jason Foo, the chief executive of BBD Perfect Storm, said: "We are truly delighted to be working with PruProtect. They have an incredibly innovative product and the brand has enormous potential."
Campaign revealed that PruProtect was reviewing its creative marketing agencies in September 2013.