Friends Provident, the UK life assurer, is reviewing its £3m brand, advertising and media accounts in an overhaul of its marketing roster. The move accompanies merger talks with rival Resolution to create an £8bn life assurer, amid growing speculation that Friends could itself be the subject of a rival bid.

The review is being led by head of strategy and communications Grant Joffe, who joined Friends from BP in March 2007. A new roster is due to be in place by the end of October.

A spokeswoman says: “Following on from a successful ‘brand refresh’ in 2005, the time is now right to consider how developing needs and future aspirations are best met by agency partners.” Grand Union picked up the integrated advertising brief ahead of the refresh in June 2005, following a four-way pitch. It was tasked with developing Friends’ first brand-building campaign, using press, online and events.

There has been no incumbent on the account, although M&C Saatchi and McCann Erickson have previously worked on the business.