Prudential lines up four to compete for Europe ad initiative

The Prudential is looking for a pan-European agency to help spearhead its growth across the continent.

The Prudential is looking for a pan-European agency to help spearhead its growth across the continent.

Abbott Mead Vickers BBDO, the Prudential's UK agency, has been invited to pitch against three other agencies. The financial services company is looking for a strong European network.

A Prudential spokeswoman confirmed that the pitch is taking place, but refused to specify a budget or name the agencies on the shortlist. AMV's UK relationship with the Prudential is said to be unaffected by the review.

The appointment will mark Prudential's first foray into pan-European advertising. Because financial services products are different across Europe, any advertising campaign will have to stick to an umbrella branding idea.

The Prudential announced the establishment of Prudential Europe in 1999, and it has expanded through strategic alliances across Europe.

AMV won the pounds 12 million UK Prudential account from Mustoe Merriman Herring Levy in 1996.



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