The insurance company has briefed the agency to develop an integrated drive to promote the two key areas of its business. The initial activity will get under way in July, with work spanning TV, press, online and direct work. The campaign is intended to increase its volume of car and home insurance policy customers, as well as cross-selling its other insurance products.
Prudential, which is part of the RBS Group, appointed Inferno to the brief following a three-way pitch led by RBS
head of category marketing, commercial and intermediaries, Chris Bottle. The account moves from direct shop Tequila\London, which repitched for the business. The insurance company's media planning and buying will continue to be handled by MediaCom.
Last year, Prudential resurrected its brand character Prudence after more than a decade as it shifts the firm away from its 'Man from the Pru' activity.
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