The Prudential Intermediary Business Unit has awarded its pounds 5
million account to TBWA/GGT.
The agency won the task in a pitch against Interfocus and Craik Jones
Watson Mitchell Voelkel, conducted by The Haystack Group.
The incumbent, Citigate Smarts, was called to pitch with six other
agencies in February, but failed to make it through to the final
The Intermediary Business Unit is in charge of the sales of the
Prudential's group portfolio brands, such as Scottish Amicable.
The group, which does very little consumer advertising, aims to
concentrate its efforts primarily on the business-to-business
The head of marketing and branding for the Intermediary Business Unit,
Tim Shields, said: 'TBWA/GGT will be aiding us to build a differentiated
brand in the intermediary market place. This is a key time for
Prudential in growing our business in the business-to-business market
and TBWA has a key role in helping us achieve our goals.'
Three years ago, Prudential acquired Scottish Amicable. The marketing
drive will go ahead now the Personal Insurance Authority has given
approval on the joining of Prudential and Scottish Amicable intermediary
The Prudential Assurance Company account, held by Abbott Mead Vickers
BBDO, is unaffected by the review.