Sources at the financial services group said that director of brand Helen Livesey, who has been drafted in from Australia to overhaul the launch strategy for AMP in the UK, made the appointment.
Livesey is thought to have undertaken a review of the ad strategy and overruled the decision to use St Luke's creative proposal in favour of a proposal from CCHM, which pitched for the UK business against Rainey Kelly Campbell Roalfe/Y&R and St Luke's in January.
The original pitch was fraught with problems including the departure of then head of marketing Colin Gruar.
AMP is to launch its UK assault in the third quarter with a TV push and heavy support below the line. It owns AMP Pearl Insurance, AMP London Life and AMP National Provident Institution.
It is understood that CCHM will work alongside Australian agency Samuelson Talbot, MediaCom and WWAV Rapp Collins. CCHM already works with AMP brands Henderson Global Investors and AMP Bank.
This is the second high-profile financial account win since it snatched the £20m More Th>n account from Ogilvy & Mather in March. CCHM declined to comment.
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