Prudential reviews 27m ad accounts

Egg

Prudential Group has begun a review of its above and below-the-line advertising accounts for its Prudential and Egg brands. The combined business is worth £27m.

It follows the consolidation of its £20m UK media planning and buying business into MediaCom following a four-way pitch (MW August 3).

WCRS is the incumbent agency on the Prudential account and Mother handles the Egg business. The direct marketing work is split across a number of agencies including Tri-Direct, Tequila/London and Outrider, while Claydon Heeley is responsible for Egg’s below-the-line activities.

The pitch has been opened up to non-roster agencies and will be overseen by chief marketing officer Alison Wright, who joined Egg from WCRS at the start of this year. It is understood that the financial services company wants agency appointments to be in place for the start of next year.

Wright was promoted to the group role following the departure of Prudential UK and Europe marketing director Roger Ramsden earlier this year.

Prudential Group chiefs are understood to have first plotted group wide reviews following its decision last year to buy back the 22% of Egg it did not own, and the appointment of UK chief executive Nick Prettejohn (MW December 8).

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