The battle was all the more important in the light of the agency's recent loss of two pieces of Abbey business-- the 拢12m direct response advertising account to WCRS Personal in May and the 拢7m digital account to Grand Union in April, although it retained Abbey's direct marketing work. It also lost The One Account to Hall Moore CHI in April.
Prudential called a review of its Prudential brand life assurance and pensions business earlier this year, and is believed to have whittled a selection of 20 agencies down to a shortlist of three.
The review came a couple of months after TBWA\London merged its UK direct agency TBWA\GGT into the London office of its Tequila network.
The Prudential account was formerly handled by TBWA\GGT, which had won a share of the business in 2001 along with Craik Jones Mitchell Watson Voelkel. Craik Jones was not involved in the pitch.
Tequila's financial clients include Prudential, Barclays and Morgan Stanley credit cards, which it won in February.
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