Citigroup acquired Egg for £575 million from Prudential in January, bringing to an end a winner-takes-all review of the consolidated above- and below-the-line account for the Prudential and Egg brands.
The direct and digital accounts, which will now be moved into Publicis Dialog, had been held by Claydon Heeley and Agency Republic since 2003. Mother, the incumbent on Egg's advertising business, created the current high-profile campaign starring guinea pigs.
Publicis London's appointment to the Egg business follows Publicis Groupe's capture of Citi's $150 million global business in May.
The One Team, a unit specially created to handle the Citi business, and made up of Publicis, Publicis Dialog and Publicis Modem staff, is expected to look after the Egg account.