2013 In-House Agency of the Year
Prudential Advertising is a veritable melting pot of talent, combining DNA from some of the world’s most prestigious ad agencies with extraordinary depth of financial-services category experience. The team is committed to helping establish Prudential as the pre-eminent financial services brand—and with the Bring Your Challenges campaign, it has taken a big step in generating new brand momentum.
Since the launch of the campaign, consumer awareness has increased and brand imagery has improved across nearly two dozen attributes. Among financial advisors, brand impression and consideration have increased significantly, with favorability hitting its highest point since the financial crisis. Prudential also achieved a #1 ranking in unaided brand awareness among its competitor set.
Prudential Advertising has demonstrated a strong track record for client engagement. For a seventh-consecutive year, the 70-person in-house agency received an annual satisfaction rating of 90%-or-higher among internal clients. With a powerful blend of strategy and creativity, the highly collaborative in-house team aims to “outsmart” rather than outspend, pursuing a value proposition that it calls Return on Imagination. This approach has driven tangible business results, generated buzz, attracted talent, and helped internal clients achieve their goals.
Prudential Advertising’s lean-staffing operating model is credited with saving millions as compared to external agency benchmarks. And its in-house media unit saved millions more as they planned and negotiated a sizeable media investment on behalf of the company.
Prudential Advertising’s expertly coordinated full-service model brings paid, owned, earned, shared and media disciplines under one roof. Not only has this enabled the in-house agency’s leadership and stewardship of the highly successful Bring Your Challenges campaign, it contributed to the Financial Communication Society choosing Prudential as its 2012 Financial Marketer of the Year.