Prudential appoints StrawberryFrog as their new creative agency, two years following their separation from Droga5.

Prudential, the multinational life insurance and financial services company, has announced a change in its creative agency. The company has appointed StrawberryFrog New York as its new creative partner, marking the end of two years of in-house advertising duties.

The competitive review process, which involved eight agencies, was undertaken by Prudential. The finalists for the review were narrowed down to three: Johannes Leonardo, Havas, and StrawberryFrog New York, with the latter being chosen as the winner.

StrawberryFrog New York is a creative agency based in New York. The appointment is for an initial contract period running through 2022.

Prudential has been developing its own advertising in-house for the past two years, following the departure of Joshua Crabb, the head of the agency originally responsible for Prudential's advertising work. However, the media buying and planning duties are still not specified to be managed by StrawberryFrog New York.

Many corporations have been shifting some or even most of their advertising work inside their walls in recent years. Verizon and Booking.com are among the corporations that have been handling advertising work in-house. The decision to appoint StrawberryFrog New York as Prudential's new creative agency is part of this trend.

The appointment of StrawberryFrog New York marks a change in Prudential's creative agency. Prudential's advertising duties, including creative, media buying, and planning, have been handled in-house for the past two years. StrawberryFrog New York is now responsible for Prudential's creative duties.

The competitive review process was a rigorous one, involving a mix of independent and holding company shops. The review was conducted following a decision made by Prudential, signifying a strategic move in the company's advertising approach.

With the appointment of StrawberryFrog New York, Prudential is looking forward to creating impactful and innovative advertising campaigns that resonate with its audience. The change in creative agency is expected to bring fresh perspectives and ideas to Prudential's advertising efforts.

Prudential appoints StrawberryFrog as their new creative agency, two years following their separation from Droga5.