Prudential undertakes brand push

The Prudential is to launch a brand campaign to promote itself as a plain speaking and trustworthy provider of pension advice.

The print activity is the financial services firm’s biggest brand push for three years and aims to build on the affinity consumers have for the 160-year-old brand.

The campaign will position the brand as a straightforward and authoritative voice at a time when the recession has focused consumers’ minds on providing for their future.

The campaign has been created by Leagas Delaney, which has worked with the company on a project basis for some time.

Chris Harris, managing director of the agency, says the campaign promotes a “different approach” to talking with consumers at a time when pensions are at the “top of people’s worry list”.
Advertisements will run in national and trade titles this year ahead of online activity.

The Prudential launched an integrated campaign for its lifetime mortgage equity release product as well as “Retirement has more potential with Prudential” activity to promote its lifetime mortgage products last year.

The campaign follows the departure of Prudential UK marketing director Ali Crossley to Saga Financial Services earlier this year.
Crossley was not replaced at Prudential and those people who had been reporting to her now report to their related business units.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here