New Prudential Ad Campaign Highlights Solutions for Institutional Investors

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Prudential Financial's institutional businesses have launched a joint advertising campaign to highlight solutions to manage risk and meet employees' retirement needs amid challenging markets.

Prudential Financial's (NYSE: PRU) institutional businesses have launched a joint advertising campaign to highlight solutions to manage risk and meet employees' retirement needs amid challenging markets.

Prudential's "Who? PRU" campaign, a combined effort of Prudential Investment Management, Prudential Retirement and Prudential Group Insurance, features full-page advertisements in major national publications including The Wall Street Journal, The New York Times and The Financial Times.

"Institutional clients continue to look to us for solutions, particularly amid dramatically changing markets," said Bernard Winograd, chief operating officer of Prudential's U.S. Businesses. "This campaign highlights the breadth of our solutions and the depth of our risk management expertise, rooted in our insurance company heritage. That experience gives us a unique ability to help businesses rethink their employee retirement and disability offerings, while helping them manage investment risk as they look to take advantage of opportunities in a rapidly shifting economy."

Institutional business accounts for about half of Prudential Financial's domestic revenue. The multimedia business-to-business campaign seeks to capitalize on the name "PRU" which is a popular reference used by professionals in institutional markets to identify Prudential. "The big question today for many organizations is 'who can I trust to help us manage risk?'" said Tom Burke, vice president of advertising for Prudential. "This campaign speaks squarely to corporate decision makers and their intermediaries and says 'you know us and you can trust us.'"

Initial ads focus on key solutions offered by each business:

  •     Prudential Investment Management identifies opportunities where investment risks can be quantified and justified by expected returns, helping to deliver a more reliable response to market volatility.
  •     Prudential Retirement offers innovative workplace retirement-plan designs and a variety of institutional plan investments, delivering risk management solutions that automate workers' participation behaviors, provide protection against market downturns, and create guaranteed streams of lifetime income.
  •     Prudential Group Insurance's Pru1Solution(SM) is designed to help companies streamline leave and disability management, minimize downtime, and make timely staffing decisions--while giving their employees personalized support every step of the way.

Prudential Financial, Inc. (NYSE: PRU), a financial services leader with approximately $602 billion of assets under management as of September 30, 2008, has operations in the United States, Asia, Europe, and Latin America. Leveraging its heritage of life insurance and asset management expertise, Prudential is focused on helping approximately 50 million individual and institutional customers grow and protect their wealth. The company's well-known Rock symbol is an icon of strength, stability, expertise and innovation that has stood the test of time. Prudential's businesses offer a variety of products and services, including life insurance, annuities, retirement-related services, mutual funds, investment management, and real estate services. For more information, please visit http://www.news.prudential.com/.

IFS-A160671
ed. 1/09

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