Prudential CMO Richard Parkinson talks about standing out on social media Prudential’s asset management arm, PGIM, launched an unconventional “Keep Asking” campaign using claymation and a hand-raising symbol to resonate with its problem-solving customer base. Internal teams were initially hesitant due to the campaign’s distinctiveness, but it is proving successful in gaining external attention and engagement on social media. Chief Brand and Marketing Officer Richard Parkinson is also addressing the impact of AI on marketing, emphasizing the need to train younger employees in critical thinking and judgment to avoid generic outputs.

• PGIM’s “Keep Asking” campaign utilizes claymation and a universal hand-raising gesture to connect with customers who are problem solvers.
• The campaign was designed to stand out in a crowded marketplace and differentiate PGIM from competitors.
• Initially, there was internal nervousness about the campaign’s unconventional approach, but it is being noticed and engaged with on social media.
• The CMO discusses the impact of AI on marketing, highlighting its utility in generating content but stressing the importance of human critical thinking and judgment.
• Training young marketers in critical thinking, judgment, and taste is crucial to navigate the challenges posed by AI and ensure unique, effective advertising. Continue reading https://www.businessinsider.com/prudential-cmo-richard-parkinson-pgim-claymation-campaign-2026-6