Prudential works on re-energising brand

The 16-week campaign, to be launched next month, will use the brand’s logo as a focal point, showing people of diverse backgrounds and expertise coming together to form the logo.

“The objective was to re-energise and refresh the brand,” said Thomas Wong, chief marketing officer, Prudential Assurance, which has 21 per cent of Malaysia’s insurance market. McCann Erickson Malaysia is behind the campaign. The agency won the business after a pitch with Ogilvy & Mather earlier this year (Media 20 February). The campaign will consist of TV, print, out-of-home, PR, activation and online advertising.

The TV element was created by Lee&DDB in Korea, shot in China and edited in Hong Kong and Malaysia, with music re-scoring and voice-over recording done in Malaysia.