Prudential has finalized the creative agency tender announced in autumn of last year. From the six agencies invited to bid — including the former incumbent BBDO Warsaw and Brasil, Change, Grandes Kochonos, GPD, and Publicis — Publicis was selected. The partnership is expected to be long-term. The insurer retains its current media agency, SMG Starcom, for media planning and buying.

Publicis wins the tender

Prudential has publicly announced the results of its autumn advertising tender. Among the six invited agencies — the previously serving BBDO Warsaw, as well as Brasil, Change, Grandes Kochonos, GPD, and Publicis — the winner was Publicis. As emphasized by Łukasz Penszko, marketing communications manager at Prudential, the tender was driven solely by corporate requirements. The “young gods” advertising concept by BBDO Warsaw had received awards in industry competitions (Gold and Silver Effie, Golden Arrow, etc.), and the linguistic formulations used in the campaigns had entered not only everyday language but also public debate. The marketer also notes that, in accordance with SAR recommendations, compensation will be paid to all agencies participating in the tender.

The “young gods” campaign

Prudential continues its campaign promoting retirement savings, but does not rule out promoting other insurance products under the “young gods” platform. Media planning and buying for Prudential’s advertising campaigns remains with media agency SMG Starcom. The creative team at Publicis assigned to Prudential will be led by Dagmara Witek-Kuśmider and Sławek Figura. At present, both parties are formalizing the terms and conditions of cooperation.

Summary

Prudential goes with a new creative agency

Prudential has chosen Publicis as its new creative agency, concluding the autumn tender. The winner was selected from six invited agencies, including BBDO Warsaw, Brasil, Change, Grandes Kochonos, and GPD. The “young gods” concept by BBDO Warsaw earned recognition in competitions such as Effie and Golden Arrow, and its language has entered public discourse. Prudential is not changing its media agency — SMG Starcom continues to handle media planning and buying.

The new creative team will be led by Dagmara Witek-Kuśmider and Sławek Figura. Both parties are formalizing the cooperation terms, and participating agencies received compensation in accordance with SAR recommendations.