• by Steve McClellan  @mp_mcclellan, July 1, 2022

Prudential Financial has hired Interpublic’s McCann as its new creative advertising agency after a review.

The appointment comes as Prudential is expanding its footprint to more markets and was impressed with McCann’s global reach, creativity and other attributes.

The incumbent was StrawberryFrog which opted not defend. 

“Prudential is making strides as we sharpen our focus on higher growth markets and opportunities – and Marketing plays a major role in delivering industry-leading customer and client experiences,” said Susan Somersille Johnson, Prudential Financial's CMO. 

Prudential has an in-house creative unit which will collaborate with McCann on marketing efforts including strategy, campaign execution and the development of creative assets. 

Alex Lubar, President, McCann North America stated that "During this pivotal moment of the company’s transformation, we’ll work closely with Prudential’s Marketing organization to amplify the brand's cultural relevance and reach new audiences." 

Last summer Prudential launched its 'Who’s Your Rock” branding campaign, which brought back the company’s iconic Rock symbol for the first time in a decade.