Why Prudential’s chief brand officer believes in-house media team drives efficiency, consistency and agility
Prior to 2020, Prudential’s ad spending was erratic. The brand would spend for a short period around a campaign and then stop when said campaign period was over. Then it would rinse and repeat that process.
In recent years, Prudential has retooled its approach to be more even with spend which in turn has led to efficiencies, according to chief brand officer Richard Parkinson, who credits the shift to the brand’s in-house media team.
“The one biggest change we’ve made is consistency,” said Parkinson. “If you look at our spend, previous to 2020, it was very on/off, on/off, on/off and what we’ve brought is a much more consistent spend to our media. You’ve got to be there when people may need you. Consistency has worked in our favor.”
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Source:: Digiday
