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