Prudential is to embark on a pounds 4 million advertising drive to
market its stakeholder pensions, and has appointed the through-the-line
agency Inferno to run the activity.
Inferno won the task after a pitch against Abbott Mead Vickers BBDO,
which handles Prudential's corporate advertising, and The Interactive
Agency, which has previously worked with Prudential on its direct and
digital marketing. The pitch process was managed by The Haystack
The appointment follows Inferno's capture last week of the pounds 4
million DRTV brief for Prudential's home and car insurance. It had not
previously worked for Prudential.
Prudential is aiming to capture a significant share of the
stakeholder-pension market through a series of press, poster and radio
The first activity is expected to break early next month.
The appointment does not affect AMV BBDO 's hold on the corporate
advertising account. However, Inferno's appointment to handle a key
advertising account for Prudential has prevented AMV BBDO from
strengthening its grip on the business.
Prudential is expected to make a decision in the next week on its pounds
25 million direct marketing account for life and pensions. Craik Jones
Watson Mitchell Voelkel, Lowe Live, Rapier and TBWA/GGT Direct are vying
for the business. This process is also being managed through
Agency sources suggest that Prudential may split the account between two
Inferno was formed last year as a breakaway by three directors from
Interfocus: Frazer Gibney, Tim Doust and the creative director, Drew
Saunders. Its other clients include Budweiser and Flextech.