Pru picks WWAV for pooled pounds 23m direct mail task

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

products.

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

Scottish Amicable.

This article was first published on Marketing