Inferno trumps AMV for pounds 4m Prudential pension promotion

Prudential is to embark on a pounds 4 million advertising drive to

market its stakeholder pensions, and has appointed the through-the-line

agency Inferno to run the activity.

Inferno won the task after a pitch against Abbott Mead Vickers BBDO,

which handles Prudential's corporate advertising, and The Interactive

Agency, which has previously worked with Prudential on its direct and

digital marketing. The pitch process was managed by The Haystack


The appointment follows Inferno's capture last week of the pounds 4

million DRTV brief for Prudential's home and car insurance. It had not

previously worked for Prudential.

Prudential is aiming to capture a significant share of the

stakeholder-pension market through a series of press, poster and radio


The first activity is expected to break early next month.

The appointment does not affect AMV BBDO 's hold on the corporate

advertising account. However, Inferno's appointment to handle a key

advertising account for Prudential has prevented AMV BBDO from

strengthening its grip on the business.

Prudential is expected to make a decision in the next week on its pounds

25 million direct marketing account for life and pensions. Craik Jones

Watson Mitchell Voelkel, Lowe Live, Rapier and TBWA/GGT Direct are vying

for the business. This process is also being managed through


Agency sources suggest that Prudential may split the account between two


Inferno was formed last year as a breakaway by three directors from

Interfocus: Frazer Gibney, Tim Doust and the creative director, Drew

Saunders. Its other clients include Budweiser and Flextech.