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Campbell Boyd

It is unlikely that Campbell Boyd&#39s tutors at university would have marked him out as most likely to succeed in a major international insurance company.

Boyd, who heads the Pru&#39s IFA division, spent six years at university trying his hand in several disciplines, moving from the science faculty and ending up in arts, with stints in economics, philosophy, maths and politics to name but a few, before leaving degree-less.

But he has made up for it since then after going back to university while he was still in full-time employment.

Born and educated in Glasgow, Boyd left university first time round without a clear idea of what he wanted to do. After jobs in the retail trade and a stint working at the Scottish Puppet Festival, he found himself among the ranks of the unemployed.

But after completing a computer course at a local college, he went to work for Scottish Mutual. He says: “Scottish Mutual only had seven PCs at the time I joined and they were interested in having someone set up a PC support system. They recognised that computers were going to become important in the finance world and this allowed me to become involved in working with the project management team.”

Boyd felt PC support lacked challenge so he looked to project management. With a foot in the door at Scottish Mutual&#39s project management team, he honed his skills by embarking on an MBA. A combination of his studies and another case of itchy feet found him moving into product development.

He says: “Projects were getting stale after 10 years and it was time for a change. Development was an area I had a lot of contact with. It seemed to be at the sharp end and was challenging. I had been working on projects and wanted a chance to be part of the development.”

The move was a big opportunity and the transition was smooth.

When Scottish Mutual decided to redesign its with-profits bond because of falling sales, it was Boyd&#39s team that took on the task.

He says: “It was a challenge as the company was expecting large profits from with-profits bonds and we only had two-and-a-half months to set it up.”

The team rose to this challenge and the bond took over £200m in four months.

But after 14 years with Scottish Mutual, Boyd was looking for a challenge again.

He says the position as product manager with Prudential seemed like too good an opportunity to miss. Not only could he work on the biggest with-profits bond on the market but he would not have to uproot his family from their home in East Kilbride.

He says: “A significant part of day-to-day work at Prudential is public relations and dealing with press enquiries.”

The company is constantly being asked for comment, especially with debate raging over the marketing of with-profits bonds, sparked by a letter from the Faculty and Institute of Actuaries, issuing a health warning.

Boyd says: “Prudential has not been tarnished by the F&IA letter. It is possible the market may be damaged by the recent bad publicity but we are one of the companies that has not been involved. We will not have to change our policies.

“We believe that as a result of this we will get a bigger share of the market. IFAs will want to steer clients away from controversial bonds to protect their own reputations.”

The company has taken more than £10bn in bond sales since the initial launch inApril 1991.

Boyd is working on Prudential&#39s It&#39s Big campaign. As part of this new campaign it has mailed IFAs thanking them for their support and has launched an advertising campaign in the national press. It is in the process of sending out a mailing to three million people.

Boyd says: “We want to generate a substantial volume of new business.

“In the past, we have been trying to get more share of the existing with-profits bond market but now we are trying to expand the market by targeting new customers.

“We are not just encouraging people to buy a Pru bond but to go to an IFA and find out about with-profits bonds in general.”

Boyd is looking to the future and new initiatives to improve the Pru&#39s market share. The company will still be looking to strengthen its presence in the with-profits bond market and Boyd feels if the current campaign is successful it would be “very silly” not to build on that next year.

The success of the campaign will also reflect on Boyd&#39s own career prospects. He says being involved with the market-leading product makes people believe the only way to go is down.

However, he firmly believes this will be an opportunity to take him further.

For the near future Boyd&#39s attentions are focused on his wife Jackie who is expecting their second child in December. They already have an 18- month-old son, Andrew.

“I think it is very important to blend work with home life.I come in to work early andI leave early. I believe if you work too hard you get stale.

“You have to be able to stand back and make sure you are going in the right direction. To do this you need to be able to go home and concentrate on other things. It keeps you fresh.”

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