Magazine article Marketing

Pru and A&L Complete Overhaul of DM Rosters

Magazine article Marketing

Pru and A&L Complete Overhaul of DM Rosters

Article excerpt

Prudential and Alliance & Leicester have both finalised shake-ups of their below-the-line rosters, moving more than [pound]60m of financial services DM business.

Prudential has split its main account between TBWA/GGT and Craik Jones Watson Mitchell Voelkel, with TBWA taking the lead agency role. It will translate new brand guidelines and visual identity into direct media. Its slice of the business is thought to be worth up to [pound]20m.

Craik Jones will develop new creative work and strategic thinking, while IMP London has been awarded the bulk of the direct marketing business for Prudential's life and pensions arm, which accounts for a major share of the financial services giant's revenues.

The agencies will also work together on new channels to market for products such as stakeholder pensions.

The pitch process was handled by agency search consultancy The Haystack Group.

WWAV Rapp Collins and The Interactive Agency, the principal incumbents, did not make it to the latter stages of the process.

Through-the-line agency Inferno recently won a [pound]4m account to create DRTV ads across Prudential's insurance business, while earlier this year TBWA/GGT won a [pound]5m brief to handle marketing for its intermediary business unit. …

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