Prudential adapts retirement messaging for COVID-19 | WARC | The Feed

Prudential, the financial-services provider, was able to rapidly transform its communications to people planning for retirement in the wake of COVID-19, which upended many traditional industry norms.

Why it matters

Financial services is usually a conservative, slow-moving industry, but the COVID-19 pandemic upended customer needs in a matter of weeks. Responding at speed was essential and rested on rethinking old ways of messaging and working.

The strategy