Prudential has appointed Duckworth Finn Grubb Waters to handle its pan-European creative account believed to be worth &£10m.
The insurance group wants to increase its brand profile across Europe, starting with an advertising campaign for the UK, French and German markets. It will also begin looking at markets in Spain and Italy from next year.
Prudential broke into Europe in November 1999, striking up partnerships with CNP Assurances, France’s largest life insurer, and Signal Iduna, a German life and health insurer.
It is thought the company will offer the same core products as it does in the UK, tailored to each country’s regulations.
Juliette Emblem, communications manager for Prudential Europe, says: “This is an exciting time for us. Our first priorities are France and Germany, but we will be looking into developing strategic partners for Italy and Spain during the course of the next year.”
Duckworth Finn claims that detailed discussions about the forthcoming campaign have not yet taken place. A spokesman says: “Our brief is to align the Prudential brand across Europe.”
Michael Finn, chief executive of the agency, adds: “This completes a great year for us. We’re looking forward to developing plans for the roll-out of the brand across continental Europe.”