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

William Baue

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

OVERVIEW

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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