Pru to rethink 15m ad brief

The Prudential has ended speculation about its relationship with Mustoe Merriman Herring Levy by calling a formal review of its 15m brand advertising account.

Prudential UK’s head of marketing communications, Mike Tildesley, says that the UK’s biggest life assurer is reviewing its advertising agency arrangements, but does not have a pitch list at this stage.

The move contradicts statements made by the Prudential that a review would not take place until after a “high profile” board level marketing director is appointed at Christmas.

Prudential UK was created in April after the two retail divisions – home service and financial services – were merged. Tildesley was made head of marketing communications in August.

Keith Beddell-Pearce, managing director at the Prudential, who recently described his own marketing people as “well intentioned amateurs”, is believed to want to return the company to its “Man from the Pru” image. He is understood to dislike the current “Talk to Prudence” advertising campaign.

However, Tildesley says the review is the result of a reorganisation of the company’s divisions and the planned launch of a direct banking service next year.

Time Warner Interactive will drop Mustoe Merriman Herring Levy from its 2m account in favour of Bean MC, after the departure of head of marketing Jeff Tawney.

Tawney left soon after the software publisher merged with Warner Interactive Entertainment.

TWI international marketing manager Mikah Martin-Cruz and Cindy Church, international marketing manager for TWI’s distribution wing, will jointly take over Tawney’s role.

TWI was formerly known as Atari Games and Tengen. It was renamed TWI in April last year.

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