The financial services company has also appointd online agency Agenda21 to work on its digital marketing.
John Ayling was chosen after a competitive pitch and replaces incumbent Mediacom.
The client’s creative agency is Leagas Delaney
Michael Ellyatt, head of brand and creative services at Prudential, says: “JAA and Agenda 21 showed they could help us address our rather complex strategic issues with a strong combination of creative media thinking and cost efficiency”.
Last autumn The Prudential launched a brand campaign to promote itself as a plain speaking and trustworthy provider of pension advice.
The print activity was the financial services firm’s biggest brand push for three years and aimed to build on the affinity consumers have for the 160-year-old brand.