CLIENT
Prudential Financial
Susan Johnson, Chief Marketing Officer
Richard Parkinson, Chief Brand Officer
Corinne Cuthbertson, Global Brand & Advertising
Kirk Peterson, VP, Brand & Advertising
Kalli Chapman, VP, Head of Paid Media
Brandii Reid, Director, Global Brand Strategy
Bassem Nassar, Director, Brand Marketing
Rita Beim, Director, Brand Marketing and Advertising
Brett Tuller, Director, Advertising & Creative Services
Shaunte Sauders, Senior Specialist, Brand Marketing & Advertising
Jennifer Mahovlic, Media Director
AGENCY
Amber Guild, Chief Executive Officer
Socrates Papazoglou, SVP Executive Account Director
Shayne Millington, Chief Creative Officer
Larry Platt, EVP Executive Creative Officer
Daniel Rodriguez, EVP Executive Creative Officer
Emily Portnoy, Chief Strategy Officer
Kevin Nelson, Managing Director
Garlanda Freeze, SVP Group Account Director
Brad Soulas, SVP Group Creative Director
Kristine Baker, SVP Group Creative Director
Nick Ciomperlik, Creative Director
Nickie Thongton, Creative Director
Ryan Barrett, VP, Creative Director
Reto Oetterli, VP, Creative Director
Aaron Kovan, Chief Production Officer
Stacy Flaum, SVP Executive Integrated Producer
Lauren Wood, Integrated Producer
Anna Andreis, SVP Group Strategy Director
Amadeo Plaza, VP Strategy Director
Kim Harris, SVP Executive Strategy Director
Jason Wang, Associate Strategist
Matt Van Leeuwen, EVP Head of Design
Mook Phoungbut, Design Director
Paige Lacey, Account Director
Emily Charlton, Account Supervisor
Toyin Lanade, Account Executive
Tess Tobias, Assistant Account Executive
Sergio Barnal, Account Executive
Regine LeConte, Senior Project Manager
No6
Craft Worldwide
Current Global
Accenture Song
SUMMARY
Despite the dominant financial category negative narrative, unapologetically capitalizing on fears about the future, going all in on positivity fueled significant business upside for Prudential.
Through our “Now What?” campaign, the iconic ‘Rock’ dusted off its image, regained iconicity, contributed an astounding $150M in incremental sales and 5:1 ROAS, achieved double-digit lifts on priority brand health metrics, and provided a new entry point to financial planning, driving a net-gain in homepage visits, a double-digit rise in social engagement, and a triple-digit bump in social followers. All by asking “Now What?”