Archetype | Agency Profile, Contacts, AOR, Client Relationships

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Prudential launches campaign, taps CBO amid digital spend increase (Score 70)

In its newest campaign, Archetype, "Rock Moments" is part of Prudential's larger "Who's Your Rock" campaign. The new spot launched nationally on select networks and locally in major US markets such as NY, NJ. LA, Chicago, Miami, Dallas, San Diego, San Francisco, DC, Philadelphia, Boston, Atlanta and Detroit. Sellers should contact soon to secure last-minute ad dollars.

Prudential started working with Archetype earlier this year when the company hired Archetype's creative lead, Richard Parkinson, as CBO. 

**Note: Parkinson is headquartered in the UK, so reach out to other DMs - such as recently hired CMO Susan Johnson - in the meantime.**

Prudential recently conducted a survey that showed that 75% of Americans are considering major changes in their lives, and the company has the goal of helping people financially support those changes.

Per iSpot, Prudential has spent approximately $10.2m on national TV commercials YTD, down 11% from the approximately $11.4m it spent within the same 2020 timeframe. The company ended up spending approximately $12.1m on this channel last year, down 32% from the approximately $15.1m it spent in 2019. Prudential's 2021 commercials have targeted a male-skewed audience by airing during programming such as ABC World News Tonight With David Muir, MLB Baseball, NFL Football, College Football and CBS Mornings.

So far this year, Pathmatics reports the company has allocated roughly $7.9m toward digital ads, up 34% from the roughly $5.9m it allocated in all of 2020. Prudential's estimated full-year spend of 2020 rose by 7% to $5.9m from that of $5.5m in 2019. It has earned around 928.8m digital impressions YTD via Facebook (40%), desktop video (19%), Instagram (15%), Twitter (14%), desktop display (11%) and mobile display (1%) ads. This year's desktop video ads have been placed onto site destinations such as youtube.com (42%), finance.yyahoo.com, nhl.com, accuweather.com and yahoo.com.

Additionally, Magellan reports Prudential has aired 57 podcast ads YTD.

The company has a very wide target demographic, and the fact that its spend is moving from TV to digital, along with its reliance on paid social and YouTube advertising, hint that it's especially targeting Gen-Z and millennials right now. Kantar data shows Prudential also invests in print, radio, OOH and local broadcast.

Agency & martech readers - We are unsure whether Prudential is working with Archetype on an AOR basis since the company named earlier this year, but we will, of course, let you know what we confirm. Either way, Prudential is still vulnerable to review due to its recent CMO, CBO and creative AOR hires, so offer PR, digital analytics, media and/or social media management services if you haven't yet done so.