1. Repositioning The Rock
Niharika Shah, Vice President, Strategy & Planning
Prudential Financial
February 7, 2012

2. Who is PRU?

3. True or False?
A company that attracts top talent?
70% of affluent consumers have a favorable view of the brand?
#2 in Fortune’s World’s Most Admired insurance companies?
The industry pioneer in variable annuities?
64 on Fortune 500 and climbing?
One of the top-performing financial stocks of the decade?
One of the world’s largest asset managers?

4. The Challenge.

5. The campaign.
Brief: Inspire Confidence
Expression: Bring Your Challenges
Purpose: A financial world that works smarter for everyone
Objective: Force Reappraisal

6. The Opportunity.

7. 7
DEMONSTRATING
A VISION
ENGAGING
IN INNOVATION
ACHIEVING
BRAND UBIQUITY
BEING
RELEVANT
ESTABLISHING
AN ECOSYSTEM OF TOOLS
Five behaviors of dynamic brands.

8. Demonstrating a vision.

9. Engaging in innovation.

10. Engaging in innovation.

11. Being relevant.

12. Achieving brand ubiquity.

13. Results.

14. Smart distribution.
Views by Creative Paid Views Organic Views
Paid + Organic
Views
Shares Share Rate
Completion
Rate
% Organic
Lift
Nadine 1,080,185 310,722 1,390,907 1,692 0.16% 34.6% 29%
Gary 780,493 78,837 859,330 289 0.04% 32.1% 10%
Mujahid 730,227 87,974 818,201 237 0.03% 36.2% 12%
Linda 719,319 78,426 797,745 299 0.04% 36.6% 11%
Hermann 695,270 74,593 769,863 209 0.03% 32.9% 11%
Total 4,005,494 630,552 4,636,046 2,726 0.07% 16%

15. Moving in the right direction.
3.50 4.50 5.50
Been Around a Long Time
Strong Brand Name
Positive Reputation
Thought Leader
Wide Range of Products
Strong and Stable
Strong Investment Research
My Clients Can Trust
Provides Guarantees Clients Appreciate
Disciplined Investment Process
Consistent Investment Performance
Helps Clients Face Future With…
Highest Ethical Standards
Understands Client Needs
Has My Best Interests In Mind
Continues to Develop New Products
Superior Performance Across Asset…
An Essential Partner to My Business
Nov-11
May-11

16. A dynamic and iconic brand.
1st 2nd
6th
3rd
8th

17. 5 takeaways.
Impressions Engagement
Content delivery
Content creation and
distribution
Share of voice Share of choice
Persuasive messages Casual interactions
Challenge Opportunity

18. Questions?