Colin McConell Prudential Financial
Colin McConnell, senior VP and chief brand officer at Prudential Financial, took part in the first day of the CMO & Diversity Summit being held in the context of Hispanicize 2018. The insurance company, an exception in the industry for its active use of digital media, shared its success story with the audience. McConnell noted that for a brand to connect with its target group, it must exercise these seven virtues: storytelling, reinvention, empathy, experience, soul, fun and incitement. “Social media are an excellent research tool – you don’t have to make great efforts, just put some likely content on social networks and see what happens. And if something works well, take it to the next level,” he said.Through a series of advertising pieces, the executive revealed his brand strategy, in which he clearly highlighted the humanization of services, even those as cold as financial ones, through storytelling. “We realize we‘re doing a good job of humanizing the category when we understand that the message we must convey is not about us, but about our customers.”He also spoke about how essential inclusion and teamwork are in order to reach any goal. “A great deal of our success is based on years of experience, trial and error and data analysis,” McConnell said.
Cuatro agencias hispanas clasifican en los ANA Multicultural Excellence Awards 2017
