Inferno wins Prudential's DRTV work

Prudential has appointed the through-the-line agency Inferno to

handle a pounds 4 million account across its insurance business.

Inferno will create a series of DRTV campaigns for Prudential's home and

car insurance products. The agency, which launched last year, pitched

against Lowe Live and Springer & Jacoby.

The insurance pitch was run separately to a full-scale pitch for

Prudential's direct marketing business that is still in process. Lowe

Live, TBWA/GGT Direct, Craik Jones Watson Mitchell Voelkel and Rapier

are contesting the pounds 25 million account.

Prudential direct marketing business is held by TBWA/GGT Direct and Lowe

Live. TBWA/GGT was recently appointed to a pounds 5 million account for

Prudential's Intermediary Business Unit and Lowe Live works for the

Prudential subsidiary Egg.

Inferno was launched by three founding partners who worked at

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

Saunders. Its clients include Budweiser and Flextech.

Prudential has conducted a thorough review of its direct marketing

roster following a series of restructures that culminated in the merger

of its pensions and retail divisions to create life and pensions. Roster

agencies including WWAV Rapp Collins, Perspectives Red Cell and The

Interactive Agency are all facing the loss of their Prudential business.

The insurance giant is not reviewing its relationship with Abbott Mead

Vickers BBDO.

No-one at Inferno was available for comment as Campaign went to press.