Advertising Creativity of Prudential Moves from StrawberryFrog to McCann
Pru's latest move saw them ditching StrawberryFrog for McCann, and it's all part of their bigger plan. After a thorough review, Pru thought it high time to find a new rock – and McCann was it.
You know those fast-growing markets in Asia and Africa? They're Pru's sweet spot now. They're pouring cash into these territories, aiming to cash in on their explosive growth potential. They've got the dough for it - solid finances, decent returns, and a mint in the bank to live it up.
Last year, Pru shelled out around $29 mil on ads, according to COMvergence. But don't worry, they've been thrifty for a decade now, cutting their ad spend from an estimated $85 mil in 2010 to $53 mil in 2019, as per Kantar Media.
So why the shift from StrawberryFrog to McCann? Pru's not spilling the beans on the specifics. But let's consider this – they're pivoting towards emerging markets and a forward-looking growth strategy. They might've figured they needed a fresh advertising approach to make their mark, utilize McCann's global expertise, and reign supreme in these critical regions.
No formal announcements or press releases have shed light on the reasoning behind the switch, but hey, sometimes a change is just what you need!
The shift from StrawberryFrog to McCann signals Pru's intent to bolster their position in fast-growing business sectors, such as those in Asia and Africa, where they aim to leverage the explosive growth potential through significant financial investment. In line with this strategic move, the management at Pru may view McCann's extensive experience in advertising as a crucial tool to ensure growth and dominance in these promising markets.
