AMP seeks DM agency to work on brand-building campaign in the UK

AMP, the Australian financial services group, is looking for a direct marketing (DM) agency to work on a high-profile, brand-building campaign later this year.

The company is talking to the agencies it uses across its main brands – AMP London Life, AMP National Provident Institution and AMP Pearl – along with external agencies.

WWAV Rapp Collins, which last year worked for AMP’s fund supermarket Ample, is believed to be one of the agencies in discussions with the company, along with DP&A.

The company confirmed the pitch, but said it was not clear whether the hunt for a brand-building agency would have an effect on its DM roster. It declined to say which agencies were on the roster.

The DM agency will work alongside St Luke’s, which picked up the advertising account for the campaign in January. The advertising work is reported to be worth £30m, but the company would not comment on spend for either the DM or advertising work.

The campaign will explain the purpose of the rebranding of Pearl, London Life and National Provident Institution, which were all given the AMP prefix last year.

The company announced in December that it was looking for a media agency, but has not made a decision.

About 70 per cent of AMP’s £100bn global assets are in the UK.

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