Egg and Mother part

Egg%20HamsterMother is parting company with Egg after six years after failing to make the shortlist in the winner-takes-all £27m Prudential Group pitch.

The agency, which created the guinea pig characters for Egg, was put on alert at the end of November when the financial services group called a pitch to consolidate the integrated accounts for its Egg and Prudential brands. The decision came after the integration of the Pru and Egg teams following Prudential’s purchase of the remaining 27% stake in the online bank it did not already own.

Mother handled Egg’s £7m above-the-line account, while Claydon Heeley and Agency Republic are the incumbents on the direct marketing and digital accounts respectively. WCRS handles Pru’s advertising and Tequila/London handles DM. Its online advertising is handled on a project basis.

Mother created the guinea pigs for a press campaign for Egg’s credit card and introduced them into the brand’s TV advertising at the end of 2005 in an ad for the Egg Money card.

The advertising pitch is being handled by The Haystack Group and it is not yet clear which agencies have made the shortlist. The Pru consolidated its media planning and buying account into MediaCom last year.

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