Prudential kicks off £20m media review

Ian Darby, Campaign 24-Mar-06

The Prudential has kicked off a review of its £20 million media planning and buying account.

The review follows the financial services company's buyout of the
remaining stake in its sister company Egg.

Prudential is expected to consolidate the £12 million Egg account,
held by MediaCom, and the £8 million Prudential business, handled

by PHD. The review is also thought to include planning and buying for

M&G Group, currently with Zed Media.

Alison Wright, Egg's chief marketing officer and a former Manning
Gottlieb OMD managing director, is said to be briefing agencies.
Billetts will oversee the process.

The pitch could be complicated by bids for Prudential from rivals.
Earlier this week, Prudential rejected Aviva's £17 billion
takeover offer.

Last December, Prudential announced it was buying the final 21.7 per
cent stake in Egg it did not already own. This followed an unsuccessful
bid to sell its interest in Egg.

Wright was not available for comment.