Prudential is conducting a review of its pounds 25 million direct
The savings and insurance giant is conducting the review through the
agency search consultancy The Haystack Group and is looking to
consolidate its roster. Prudential uses WWAV Rapp Collins, The
Interactive Agency and Perspectives Red Cell.
One agency source suggested that Prudential is looking to put the
business into one agency but may be forced to split it. Prudential is
looking outside its roster for agencies.
The review follows the appointment of TBWA/GGT to Prudential's pounds 5
million account for its Intermediary Business Unit.
The review includes all of Prudential's savings and investment products
but does not include direct marketing for the Egg brand. Lowe Live
handles the Egg account.
The bulk of the direct marketing account is handled by WWAV Rapp
Collins, which won its Prudential business less than three years ago.
Prudential hopes to bring together direct marketing for its general
insurance, life and pensions and financial services divisions.
The Prudential Assurance Company account, handled by Abbott Mead Vickers
BBDO, is not being reviewed.
Last year, Prudential spent pounds 3.3 million on direct mail with the
remainder of direct marketing spend going on inserts and direct response
The changes in agency arrangements follow a series of restructures at
Prudential, culminating in the merger of its pensions and retail
divisions to form life and pensions.