Prudential is testing a new 30-second TV commercial in the Tyne-Tees region as part of its Man from the Pru campaign. The direct response ad features Nigel Bruce, head of home business, and is designed to sell home insurance for Pru Direct. Prudential’s head of brand communication, Andrew Williams, says the ad is the next stage on from the commercials featuring Prudential chief executive Peter Davis. ‘This execution has a harder edge and is designed to sell a specific product,’ he adds. The campaign will run on Channel 4 and satellite stations in July and, if successful, will be rolled out to ITV regions.


New Cordiant to face old enemies

Marketing Week

City advisers will earn 15m in fees as a result of the Cordiant demerger. SBC Warburg, which is both banker and broker to Cordiant, should be cock-a-hoop. But what of all the other interested parties? Firstly, a few words of praise: Cordiant, in taking the radical step of abolishing itself, has ended a long period […]

Woolworths axes cola to go Virgin

Marketing Week

Woolworths is ditching its own-label American Cola in favour of Virgin Cola, as the soft drinks comp any steps up its efforts to increase distribution. Asda’s soft drinks buyer Richard Hodgson confirms the supermarket chain is also in negotiations with Virgin and that it will be making a decision on whether to stock the range […]

Extra minutage requires a cautious approach

Marketing Week

Before jumping aboard the extra minutage bandwagon, we should take time to consider all the pros and cons and test the theoretical benefits properly before setting changes in stone. By Simon Mathews. Simon Mathews is managing director of Optim


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