Prudential launched a winner-takes-all review of its £27m creative accounts last November. The Prudential ad account is held by WCRS, while Egg is handled by Mother. Last week it was revealed that Mother had failed to make the pitch shortlist.
Prudential's chief marketing officer, Alison Wright, was preparing to update the shortlisted agencies on the future of the pitch as Marketing went to press. 'The review is under review,' she said.
The decision to merge ad accounts was made as Prudential launched a cross-selling strategy across its portfolio. It will continue to offer its life and pensions products to Egg customers as part of the deal with Citigroup.
As the marketing departments for the Prudential and Egg brands were merged last summer, it is not yet clear which marketers may eventually join Citigroup.
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