Contract publisher Publicis Blueprint has unveiled a new magazine from the Prudential to be delivered to 4 million customers three times a year.
Three versions of Prudential Magazine – each with its own content – are being produced for different age ranges: the under-45s, the 45- to 69-year-olds and the over-69s.
The magazine will include financial articles written by journalists who are independent of the Pru, as well as generic advice from the savings giant’s experts. There will also be lifestyle content written by household names, as well as quizzes and competitions.
Pru director of customer experience Jackie Ronson says: “Company magazines are often fairly dull and focused purely on selling the company’s products. As a result, I imagine most of them end up in the bin.”
Publicis won the contract after a pitch against John Brown Citrus Publishing and Redwood.