Prudential continues advertising shake-up

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.

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