The brief, which focuses on Prudential's car and home insurance, includes brand-response TV, press, direct marketing and digital elements.
Creative Brief is understood to be the intermediary for the pitch. Chemistry meetings with a number of agencies are understood to have taken place already, but no shortlist has yet been determined. Prudential General Insurance said Tequila\London would be invited to repitch for the business.
In October, Rapier beat Tequila\London to Prudential's £14.5 million healthcare account PruHealth, eliminating Claydon Heeley and DraftFCB, which also pitched. Rapier produced the current campaign using the line: "It pays to be healthy."
This new brief is believed to be unrelated, however. Prudential General Insurance is managed and underwritten by the Royal Bank of Scotland.
Prudential General Insurance confirmed the review was in progress.