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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here