Prudential Financial : realigns marketing organization to deepen engagement with customers at every life stage

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Prudential realigns marketing organization to deepen engagement with customers at every life stage

New marketing model combines technology, data, AI and creativity to deliver personalized experiences that promote adoption of financial wellness solutions.

August 28, 2019

NEWARK, N.J., August 28, 2019 - Prudential Financial, Inc. (NYSE: PRU) has launched a new operating model for its U.S. marketing organization that will enable the company to forge deeper connections with customers. By bringing together technology, data sciences and AI in ways that will leverage and enhance the strength of the Prudential brand, the new marketing model is designed to accelerate Prudential's financial wellness strategy and support the company's long-term growth.

'By unlocking the potential of data, technology and AI to deliver personalized experiences that are more relevant and timelier than ever before, we will drive deeper relationships with our existing customers and build new ones with people who don't yet know our story.' Naveen Agarwal, Chief Marketing Officer, Prudential
Naveen Agarwal

'Prudential has evolved from being one of the world's largest life insurers into a global financial services company and leading provider of financial wellness solutions,' said Naveen Agarwal, Prudential's chief marketing officer. 'Our new marketing structure both reflects and supports this evolution, enabling us to bring to life for customers the relevance of our brand and the broad set of solutions we offer, including investments and income protection.'

Prudential currently touches the lives of more than 25 million people across its individual and workplace businesses.

'We want people who face all sorts of different financial challenges to view Prudential as a brand to which they can relate,' Agarwal said. 'By unlocking the potential of data, technology and AI to deliver personalized experiences that are more relevant and timelier than ever before, we will drive deeper relationships with our existing customers and build new ones with people who don't yet know our story.'

To help lead the company's new marketing organization, Agarwal, who was recently appointed to the role of chief marketing officer, has made two key appointments. Hema Widhani will assume the role of chief customer officer, a position previously held by Agarwal. Widhani is responsible for driving multi-channel customer engagement, customer experience, and customer solutions across the full customer life cycle. Her team has played a key role in applying digital technology and analytics to drive deeper customer engagement and create needs-based solutions for Prudential's customers. Michelle Crecca will drive marketing strategy and orchestration across Prudential's U.S. businesses, integrating business insights and marketing research with creative and content to increase brand value proposition and drive bottom-line results. Crecca will also continue her existing responsibilities as chief marketing officer for the company's Workplace Solutions Group, focused on delivering integrated financial wellness solutions for workplace customers, including employers, associations, unions and the military.

'Hema and Michelle each possess an incredibly diverse skill set that makes them perfectly suited for this leadership opportunity. Hema will bring her extensive experience in digital and consumer marketing and data analytics across consumer products, B2B channels and financial services to drive deep engagement with and innovative solutions for our customers. Michelle, who has built a strong reputation for marketing strategy across consumer lending, personal, business and commercial banking, as well as group insurance and retirement, will bring our financial wellness offering to life in ways that drive customer lifetime value,' Agarwal said.

Completing the marketing leadership team, Melissa Kivett will continue in her role as chief marketing and customer experience officer of Prudential's Individual Solutions Group, while Ken Poliziani will retain his role of chief marketing officer of PGIM.

The new marketing structure takes effect this month.

About Prudential Financial, Inc.

Prudential Financial, Inc. (NYSE: PRU), a financial services leader with more than $1 trillion of assets under management as of June 30, 2019, has operations in the United States, Asia, Europe, and Latin America. Prudential's diverse and talented employees are committed to helping individual and institutional customers grow and protect their wealth through a variety of products and services, including life insurance, annuities, retirement-related services, mutual funds and investment management. In the U.S., Prudential's iconic Rock symbol has stood for strength, stability, expertise and innovation for more than a century. For more information, please visit news.prudential.com.

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Jennifer McDermott
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