Prudential, the UK's biggest insurer, has followed up its
appointment of a new marketing director by reviewing its account held by
Abbott Mead Vickers BBDO.
The move comes just two months after the pensions and life insurance
provider hired Roger Ramsden, the former Safeway marketing chief, as its
UK marketing director.
The review is a precursor to a proposed new brand awareness campaign
backed by an expected £20 million budget.
It marks a significant increase in what has been a relatively modest
£5 million spend by Prudential, which has turned its focus to
direct marketing in recent years.
Ramsden has been talking to incumbent agencies about the future of the
Prudential's advertising since his arrival and has called in the AAR to
help draw up a pitchlist.
Prudential, for so long epitomised by the "man from the Pru", revived
its icon in a 1997 campaign through AMV which starred the company's then
chief executive, Sir Peter Davis. The campaign was halted ten months
In November, Prudential unveiled a major restructure of its marketing
operations with a renewed commitment to advertising to develop its
presence in the pensions and savings sectors.
Ramsden's brief is not only to oversee Prudential's marketing but also
the integration of its intermediary business, which includes Scottish
Amicable, which it acquired three years ago.
Prudential, which employs more than 22,000 people worldwide, has more
than £156 billion worth of insurance and investment funds under
management and provides insurance cover for about 1.7 million UK
Prudential currently splits its £40 million below-the-line account
between TBWA/GGT Direct, IMP and Craik Jones Watson Mitchell Voelkel.