Prudential: I Want to be a Tree

Tim Broadbent

Describes the 1986–91 advertising campaign for the Prudential. Need to upgrade image to attract new generation of upwardly-mobile customers.
Agency: WCRSAuthor: Tim Broadbent

Prudential: I Want to be a tree

Lord Chesterfield wrote to his son, that people prefer to be entertained than informed, information carrying with it the implication of ignorance.

A BRIEF DESCRIPTION OF PRUDENTIAL

Prudential Corporation is a financial giant but is not widely seen as one. It is Britain's largest institutional investor, owning more of companies listed on the London Stock Exchange than anybody else. But for most people the public face of this mighty company is a single local agent, 'the man from the Pru'. Men and...

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