Legal & General in matchmaker review

Adland's intermediaries have found themselves on the other side of the fence as they line up to compete to handle Legal & General's roster review.

The financial services company is understood to have selected creativebrief, Agency Assessments and the MCCA to pitch for the business. The AAR and Haystack were contacted but were ruled out.

The companies are competing for a brief to manage the pitch process and to offer consultancy services ahead of the review. The business will include advising on rates and evaluating business models. The review is being run by Legal & General's procurement department.

The review is expected to cover all marketing activity across the Legal & General group. The company's roster comprises WWAV Rapp Collins, CCHM:Ping and Carat, which handles media.

The news will no doubt lead the industry's entrepreneurs to ask the question: does this now mean there's a gap in the market for a matchmaker's matchmaker?