Prudential has appointed WWAV Rapp Collins to handle its pounds 23m
direct marketing account - one of the UK’s largest - for insurance
services, banking, pensions and mortgage products.
The UK’s largest insurer, which has faced controversy over pensions
mis-selling, stirred the financial sector this year with the pounds 8m
launch of direct bank, Egg.
WWAV’s appointment does not include Egg but it will be expected to hit
UK consumers with direct mail to push the Pru’s traditional financial
An aggressive direct mail drive may help Prudential beat off tough
competition from life assurance rivals Standard Life and Axa.
Prudential’s direct marketing was previously split between Barraclough
Hall Woolston Gray and Tullo Marshall Warren. It saw final pitches from
two other agencies: Evans Hunt Scott and Brann.
Since the arrival of Sir Peter Davis as chief executive three and a half
years ago, Prudential has devolved from a single large entity into a
series of business units comprising three UK brands: Prudential, Egg and