Repositioning The RockNiharika Shah, Vice President, Strategy & PlanningPrudential Financial

February 7, 2012

Who is PRU?

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?

The Challenge.

The campaign.

Brief: Inspire Confidence

Expression: Bring Your Challenges

Purpose: A financial world that works smarter for everyone

Objective: Force Reappraisal

The Opportunity.

7

DEMONSTRATINGA VISION

ENGAGINGIN INNOVATION

ACHIEVINGBRAND UBIQUITY

BEING

RELEVANT

ESTABLISHING

AN ECOSYSTEM OF TOOLS

Five behaviors of dynamic brands.

Demonstrating a vision.

Engaging in innovation.

Engaging in innovation.

Being relevant.

Achieving brand ubiquity.

Results.

Smart distribution.

Views by Creative Paid Views Organic ViewsPaid + Organic

ViewsShares Share Rate

Completion

Rate

% Organic

LiftNadine 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%

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

A dynamic and iconic brand.

1st 2nd

6th

3rd

8th

5 takeaways.Impressions Engagement

Content deliveryContent creation and

distribution

Share of voice Share of choice

Persuasive messages Casual interactions

Challenge Opportunity

Questions?