TBWA GGT wins pounds 5m Prudential business

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

sales forces.

The Prudential Assurance Company account, held by Abbott Mead Vickers

BBDO, is unaffected by the review.

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