Male Millennial, Gen-X Opps: Prudential hires US business CMO (Score 68)

Prudential Financial named Stan Little US business CMO, effective May 31, 2022. Little joins Prudential from United Way, where he served as the chief experience officer for just over two years. In his new role, Little will manage all marketing initiatives for Prudential's insurance and retirement businesses. He will report to CMO Susan Johnson. We told you about the company's "Rock Moments" campaign in December. 

Per Pathmatics, Prudential earned 397m impressions YTD through desktop display ads (29%), Facebook ads (27%), Instagram ads (22%), Twitter ads (13%), desktop video ads (6%) and mobile display ads (2%). It placed the majority (95%) of these ads directly onto sites such as facebook.com, instagram.com, twitter.com, reddit.com and marketwatch.com. It placed the remainder (5%) through multiple indirect channels onto sites such as sports.yahoo.com, yahoo.com, marketwatch.com, morningstar.com and finance.yahoo.com. It spent approximately $3.3m on digital display ads YTD, more than double the $1.6m spent in this channel during the same time period of 2021. Full-year spend increased by 29% from $5.9m in 2020 to $7.6m in 2021. 

According to iSpot, Prudential spent about $8.8m on national TV ads YTD, a huge jump from $986.8k spent in this channel during the same time period of 2021. Full-year spend increased slightly (7%) from $12.1m in 2020 to $13m in 2021. This year, it placed ads during programming such as College Basketball, 2022 Winter Olympics, CBS Evening News With Norah O'Donnell, ABC World News Tonight With David Muir and Good Morning America. 

Sellers-- Prudential primarily targets Gen-Xers and millennials with a male skew. It reaches these demographics through digital display and national TV ads. Furthermore, the company has been ramping spend up across both channels. I see no signs that indicate it will stop increasing spend any time soon. It also utilizes OOH, print, radio and local broadcast TV ads, per Kantar. Sellers should reach out to offer ad space so that you can score some of these extra ad dollars. 

Agency & martech readers-- Start contacting Little soon to see if he needs any assistance. The company appointed StrawberryFrog as creative AOR in 2021, which means that the account is likely secure for now. Those of you with financial or insurance experience may have an advantage.