Milestones are a big
deal — wedding anniversaries, graduations, retirements, promotions … and 100 podcast episodes. That’s right, this week marks a major milestone for “Marketing Today” — we’re hitting the century mark with our 100th episode. We appreciate all the support and interest
we’ve received for “Marketing Today,” and we look forward to many more episodes to come.
This week I spoke with Colin McConnell, senior vice president and chief brand officer for Prudential Financial. McConnell has enjoyed an extraordinary 27-year career there, rising from college recruiter to speech writer to being a member of the team that started the company’s in-house advertising agency, and then on to his present role leading that agency and the brand, which is one of the largest in the financial services category.
During the course of our conversation, McConnell touched on what he feels is a key focus for an effective in-house agency. “I don’t think that the best in-house advertising agency is really led by advertising strategy, it’s led by marketing strategy,” said McConnell. “And even though it’s still an in-house agency, and it has all those resources, it’s still a marketing department.”
And he talked further about how Prudential Financial positions itself in what is perceived as a low-engagement category: “Somehow, the category, when it comes to packaging products and services that do good for people, has tended to be sleepy,” said McConnell. “So we try to not do that. We try to take fresh angles on old ideas, we try to come up with fresh insights, and we always try to stretch creative into places that people haven’t seen before. And I think, so far, we’ve done a pretty good job.”
Highlights from this week’s “Marketing Today” podcast include: