The Prudential Insurance Company of America: Be Your Own Rock campaign

This paper describes how Prudential Insurance in the U.S. embarked on a brave and dynamic advertising campaign in an attempt to update their image, following industry transgressions, without losing valuable heritage.

The Prudential Insurance Company of America: Be Your Own Rock campaign

William Baue


When Elizabeth Krupnick arrived at Prudential Insurance Company of America in June 1994 to take over as chief communications officer, she inherited advertising that...

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