• by Tanya Gazdik , October 16, 2016

Prudential Financial aims to raise awareness of PGIM, its investment management business.

The campaign, which was created in-house, includes TV and print. It highlights how the firm is finding and delivering consistent investment performance for its investors. 

PGIM was previously known as Prudential Investment Management before a name change in January. 

The effort, which runs through April, includes two 30-second TV spots on CNBC and Bloomberg. Print ads are running in the Wall Street Journal, the Financial Times, EuroMoney and The Edge (Singapore). Airport advertising will be used in key locations including New York, London, Singapore and Frankfurt. 

The two television ads, “Seeking Alpha” and “Urbanization,” can also be viewed on YouTube.

The campaign highlights PGIM’s focus on "delivering alpha" based on a combination of asset class expertise and risk management rigor, says Niharika Shah, vice president, head of brand marketing and advertising at Prudential Financial. 

“In a low-interest rate environment, institutional and retail investors are struggling to find yield,” Shah tells Marketing Daily. “In an artful way, the ads illustrate how investors can unlock alpha through investment opportunities within secular megatrends happening around the world now, such as longevity and urbanization.”

The campaign is designed to raise awareness of PGIM’s, and, by association, Prudential's, global investment management abilities, primarily targeting an institutional investor audience, she says. Financial advisors, retail investors and category influencers are also targets.

Many people don’t realize that PGIM has over 1,100 investment professionals across 31 offices in the Americas, Europe and Asia, Shah says. 

“This ad campaign brings that deep, global expertise to life,” Shah says. “The ads cultivate PGIM’s distinctive brand with its own identity, look and feel, while drawing on the strength of Prudential. We think the creative execution has the potential to stand out in the category due to its sophisticated animation and bespoke musical composition.”