Prudential consolidates with Ogilvy

• Ogilvy RedWorks picks up Prudential BTL biz
• Saatchi Lab blames management changes for loss
• Prudential praises winning agency, RedWorks

Singapore - Prudential Assurance Company Singapore has awarded its BTL business to Ogilvy RedWorks after a two way pitch involving incumbent Saatchi Lab.

"The quality of the work, they hit the nail on the head and came up with creatives which were pretty compelling. And it was largely based on that," Pauline Cheah, director of corporate communications for Prudential, said.

When approached for comment on the loss, a Saatchi Lab spokesperson issued a statement which read: "We have created a number of very successful campaigns for Prudential, such as PruShield which has become their best selling product.

"We are grateful to the Pru product marketing team whose passion and understanding of the market environment has made this relationship so effective. Unfortunately with responsibility realignments within Prudential, this gap has become too wide."

Cheah, who joined the company in August last year from Audi Singapore, said the switch was a "business decision not a personal one" and was about finding an agency partner with the best fit for the company.

"It's not a change of agency for the sake of changing an agency," she said.

"We need partners who understand where we want to go and not just where we are now."

She leads a team of six and is in charge of marketing communications for Prudential Assurance Company Singapore, reporting to CEO, Philip Seah.

Ogilvy is Prudential Assurance Company Singapore's branding agency.