Brief

Prudential is airing the second phase of its ad campaign which brought the man from the Pru back to life, with group chief executive Peter Davis in the starring role. Abbott Mead Vickers.BDDO is using a colourful typeface to present a more consumer friendly image. Ads in the 9m push promoting Peps and pensions will be signed off by ‘The Man From The Pru’ instead of product managers. Pru head of media relations Mike Davies says: ‘Product managers don’t have as much impact as the chief executive.’

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