Maitland for Equitable Life corporate PR role

Equitable Life, the mutual insurer, has hired the Maitland Consultancy to handle UK corporate and financial PR.

Equitable Life, the mutual insurer, has hired the Maitland

Consultancy to handle UK corporate and financial PR.



Maitland, which was appointed without a pitch, will report to Nigel

Webb, Equitable’s head of PR. The incumbent PR agency was Cardew and

Associates.



The firm, which is the oldest mutual insurer in the world, has been

involved in a long-running dispute over guaranteed annuity payments and

in February the Appeal Court ruled that Equitable Life directors acted

unlawfully in reducing final bonuses paid to 90,000 holders of policies

with guaranteed annuity rates.



The ruling leaves Equitable ripe for takeover. Names such as Standard

Life, Prudential and Axa have been mentioned as possible buyers of the

firm.



In September last year, a PressWatch report ranking over 500 financial

services companies based on positive and negative media coverage ranked

Equitable Life in last position out of 518 firms. And in January the

company blamed a ten per cent decrease in sales on bad publicity

surrounding the case.



Webb denied the change in agency related to the firm’s current

troubles.



’We review advisers from time to time and we elected to go with

Maitland. It was part of the general review process,’ he said.



Cardew and Associates was not willing to comment on the change.



- The Maitland Consultancy has been appointed to handle PR for Digital

Channel Partners, which offers e-commerce solutions to business.



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