Tequila London has retained Prudential’s &£10m direct marketing account after a three-way pitch. The agency beat Draft London and Joshua to win the business.
Prudential launched the review this year and drew up a longlist of 20 agencies, which was then reduced to a shortlist of three. Prudential-owned brands Egg and Pru Health were not affected.
Marketing communications director Ali Crossley confirms Tequila has been reappointed, saying the agency can offer even more since its merger with TBWA GGT.
When the review was called, Prudential described it as “standard procedure”.
A Prudential spokesman said at the time: “It’s one of those things we do from time to time, to see what else is out there.” The business moved into Tequila as a result of its merger with TBWA GGT.
The latter was appointed to the business in 2001 along with Craik Jones Watson Mitchell Voelkel. However, CJWMV has not worked with Prudential recently and was not involved in the pitch.
Tequila will continue to work across the company’s life assurance and pensions businesses. It is understood the brief concentrated primarily on pensions.
During the four years it has worked on the account, Tequila has been responsible for several high-profile campaigns, including “Mini-Money Book” and “Plan from the Pru”.
In October, it created an integrated campaign for Prudential and Pru Health, for which it is also the incumbent, that included television, press, outdoor, online and direct mail activity.