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Pru picks new ad agency to push intermediary arm

Prudential has appointed ad agency TBWA/GGT to handle the £5m marketing and advertising account for Prudential Intermediary Business.

A key part of the remit will be to build the profile of the recently launched Scottish Amicable Financial Services brand which falls within the PIB division.

The Pru says it had outgrown agency Citigate-Smarts, which handled marketing and ads for the intermediary business for the past six years.

The Pru says one of the reasons for choosing TBWA/ GGT is the agency&#39s experience in handling ad accounts for the car industry as it says there are parallels between the relationship that car manufacturers have with dealerships and the contact between financial services companies and independent advisers.

The Pru is aiming to use trade marketing and advertising to continue to grow the IFA market, which it says is vital to its business.

TBWA/GGT&#39s campaigns for the Pru will focus on financial trade media and direct mail.

PIB head of marketing Tim Shields says: “We are using marketing and advertising to help IFAs grow their business.”

Also included in the brief is a customer relationship management programme to educate IFAs on how to develop client relationships through cross-selling.

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