An AMV BBDO advertising supplement: AMV lands pounds 15m Prudential account

12 January, 1996

12 January, 1996

Abbott Mead Vickers BBDO has taken less than a month to plug the gap on

its roster left by the loss of the Leeds building society by winning the

Prudential’s pounds 15 million task.

The win is a huge consolation prize for the agency, which lost the

pounds 26 million brief for the merged Leeds and Halifax building

societies to Bates Dorland (Campaign, 15 December 1995).

This week, the Prudential confirmed it was switching to Abbott Mead,

having been initially rebuffed by the agency while the Halifax contest

was taking place.

When the result of the Halifax pitch reached Keith Bedell-Pearce, the

UK’s managing director of the Prudential, who was in Australia, he asked

Mike Tildesley, head of marketing communications, to re-establish


The switch brings down the curtain on the Prudential’s fling with Mustoe

Merriman Herring Levy, which landed the account in September 1994. Nick

Mustoe, the chief executive of Mustoe Merriman, said the loss of the Pru

had been expected for several months and that no redundancies would be


’We’re disappointed the Prudential is going but we understand why, given

the personal relationships with Abbott Mead,’ he said.

The main task for Abbott Mead, which will reveal its first work in the

second quarter of the year, will be to strengthen the Prudential brand

within the crowded financial services sector.

Bedell-Smith is known to have been happy with Mustoe Merriman’s print

work but was concerned that the brand awareness generated by the TV

campaign was not matching investment.

Andrew Robertson, the managing director of Abbott Mead, who renews a

rel-ationship with Bedell-Smith originally forged at WCRS, said the

agency would not switch its Leeds team en masse on to the Prudential


’We will be mixing and matching,’ he said.

Media remains with Pattison Horswell Durden.

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