Prudential talks to shops about secret advertising project

The Prudential, the UK’s largest life insurance company, is speaking to agencies about a major new advertising project, thought to be in support of its expansion in the direct banking market.

The Prudential, the UK’s largest life insurance company, is

speaking to agencies about a major new advertising project, thought to

be in support of its expansion in the direct banking market.



Abbott Mead Vickers BBDO, the incumbent on the main Prudential account,

is understood to be pitching against one other agency.



The business is expected to spend at least pounds 8 million on

advertising in the coming year. Media, which is handled by New PHD, is

unaffected by the review.



Industry sources suggest that the Prudential has approached HHCL &

Partners to pitch against AMV. Rupert Howell, HHCL’s managing partner,

declined to comment. HHCL handles the life and pensions com-pany, Pearl,

and it would be difficult for it to handle even a non-conflicting part

of the Pru.



The banking arm of the Pru announced it was building a call centre in

Derby earlier this month. The industry saw this as an indication of its

ambition to expand further into the direct banking market.



Andrew Robertson, AMV’s managing director, refused to comment on the

pitch.



No-one at the Prudential was available for comment.