The World: Tokyo - Dentsu scoops creative account for Prudential Japan

Dentsu has won Prudential Japan's creative account, estimated to be worth $12 million, after a final shoot-out against Oglivy & Mather.

Dentsu and O&M were shortlisted after an initial phase that included Hakuhodo, which had worked for the financial services giant on a project basis, DraftFCB and McCann Erickson. Dentsu's size is believed to have swung the contest in its favour.

Prudential's move comes at a time of intensifying competition between financial institutions in Japan, with banks now selling more insurance policies to customers.