Mixing in-house and external agencies: How Prudential Advertising works with Droga5

Stephen Whiteside

This event report discusses how Prudential Advertising, the in-house agency of the financial services giant, has formed an effective partnership with Droga5, an external agency.

Mixing in-house and external agencies: How Prudential Advertising works with Droga5

Stephen WhitesideWarc

Advertising agencies and their in-house counterparts might seem to be natural rivals or, at best, "frenemies". But one of America's oldest and most prestigious financial services companies and one of the country's most renowned agencies are demonstrating how peaceful co-existence can lead to powerful advertising.

Prudential Advertising - which was named as the 2013 In-House Agency of the Year by the In-House Agency Forum (IHAF), the trade association - has its home office in Newark, New Jersey. In terms of structure, "We look pretty much just...

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