MetLife puts Citigate on alert as part of UK comms review

Global insurance giant MetLife has launched a full-scale review of its UK PR support as it grows its operations in the country.

Expansion plans: MetLife's HQ in New York
Expansion plans: MetLife's HQ in New York

The US-based firm currently uses Citigate Dewe Rogerson to support PR across its UK business.

The company offers retirement and investment products in Europe, through subsidiary MetLife Europe, and pension risk management services in the UK through MetLife Assurance.

Claire Oldstein, head of marketing comms at MetLife Europe, confirmed a review was under way and that an RFP had been issued.

Oldstein said the pitch process was in part due to the increased breadth of the brief, as the company looks to expand its business in Europe after last year’s $16.2bn acquisition of American Life Insurance Company (Alico).

The takeover, which was completed in October, has allowed MetLife to extend its portfolio to offer fixed-term annuity products for the first time because of the link bet-ween Alico and specialist annuity provider Living Time.

It is understood that a long-list of agencies have been invited to participate in the process in advance of an initial pitch. Citigate Dewe Rogerson is thought to have been invited to repitch.

The brief is primarily UK-based, although the company offers products in Ireland, Poland, Greece and Spain and the successful agency will be asked to offer international support where needed.

Dominic Grinstead, MD of MetLife’s UK business, recently identified the UK as a key area of potential growth for the firm.

In February he said that the UK retirement income market was ‘set for a period of rapid expansion’, driven by demographics and product innovation.

Metropolitan Life Insurance Company is headquartered in New York and serves 90 million customers in more than 60 countries.

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