Magazine article Marketing

Man from the Pru to Be Revived

Magazine article Marketing

Man from the Pru to Be Revived

Article excerpt

The Prudential will this week revive its 'The man from the Pru' advertising after a 20-year break, with the launch of a [pounds]30m through-the-line campaign designed to rebuild the company's trustworthy image.

The pension and life assurance company is now using its own chief executive, Peter Davis, as the face of The Prudential, replacing the company logo in the new TV advertising campaign.

The ads will mark a significant watershed for the Prudential brand, which has suffered from a lack of direction in recent years with the departure of a number of senior marketers and several changes in advertising theme, including the 'I want to be' and 'Talk to Prudence' campaigns.

Prudential advertising manager Andrew Williams said the new version of the campaign, which was created by Abbott Mead Vickers, could run for ten years.

"What we found in our research was that consumers in a broad sense found the financial services sector a rather anxious one. …

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