Churchill is going to reinvent the Prudential brand.

The Pru needs a higher profile in motor insurance, it has been decided.

Churchill managing director John O'Roarke said: "We want to reinvent the Pru's public awareness in general insurance. Its brand awareness is very high in household, but in motor they are one of the lowest. During the 15 years we've got this brand licensed to us we intend to develop it."

O'Roarke's comments came after the Pru reported it made a £79m profit from its non-life business last year.

He said Churchill had got a "fantastic deal" in November when it bought the Pru's general insurance arm. Its investment would pay a 20% return annually, he forecast.