Prudential calls £27m winner-takes-all pitch

Prudential Group is conducting a winner-takes-all pitch for the £27 million integrated account for its Egg and Prudential brands.

The review, being handled by the Haystack Group, puts all of Egg and Prudential's roster agencies on alert. Mother, Claydon Heeley and Agency Republic handle Egg's combined advertising, direct and online accounts. WCRS handles Pru's advertising and Tequila\London holds its direct account. Its online advertising is handled on a project basis.

In the 12 months to November, Egg spent almost £17 million on advertising, DM and online, according to Nielsen Media Research. Pru spent £9.3 million.

The financial services group has started contacting roster and non-roster agencies about the integrated brief. Alison Wright, the Prudential's chief marketing officer, is said to be looking for brand response advertising, online and offline DM and online advertising, either from one integrated agency or a team of agencies.

The brief is set to be issued in January, with presentations due to take place in February.

The review comes as a result of the integration of the Egg and Pru teams after Prudential bought the 27 per cent of the online bank it did not already own.

The creative review does not affect M&G, which is handled by Joshua; or PruHealth, which is handled by Rapier.