Magazine article Marketing

Pearl Axes Arc in Ads Pullback

Magazine article Marketing

Pearl Axes Arc in Ads Pullback

Article excerpt

Top ten life assurer Pearl Assurance's ad strategy is in doubt following last week's decision to drop its only agency, Arc Advertising.

The account is not being put up for pitch, and it now looks likely that a minimal advertising presence last year will fizzle to nothing for most of 1994. A brief statement from the company explained: "Pearl has no immediate plans for future advertising, while it re-examines its communications strategies."

Martin Fox, general manager of marketing at Pearl, said: "We are grateful to Arc for the work it has done for us over the years. We will be making a statement about our future communications arrangements later this year. No competitive pitches are envisaged."

Reasons for the parting of ways are unclear. Commentators point out that last year Pearl claimed to have a potential marketing budget of around |pounds~8m. However, according to Register-MEAL, the company actually spent about |pounds~200,000 in the past two years and hasn't appeared on television since 1992.

In the meantime, Arc is known to have have been working hard on the business, producing numerous scripts, which the client rejected. It is likely the two companies agreed to stop wasting each other's time.

"The truth is that Pearl is an inward-looking company, concentrating on internal restructuring and it is doing nicely out of the recession without any advertising at all," said an industry insider.

"People used to put 'rainy day' money under the mattress during hard times. …

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