London-headquartered financial services giant Prudential has split its direct marketing account between three of the capital’s leading below-the-line shops: Omicom-owned duo Craik Jones Watson Mitchell Voelkel and TBWA/GGT, along with Bcom3’s IMP.

The lion’s share of the business, said to be worth up to £40 million, goes to TBWA/GGT which will focus on brand development. Craik Jones is allocated the role of ‘Challenger’ – developing strategy and new creative themes; while IMP is charged with customer acquisition and retention for Prudential’s life and pensions divisions.

The win supplements TBWA/GGT’s recent £5m gain of Prudential's Intermediary Business Unit.

News source: CampaignLive (UK)