The power of listening

The Sun    Updated: 10:20AM Tue, 19 Jan 2010

Eva Yeong
PRUDENTIAL Corporation Asia recently launched "The Power of Listening", its largest branding campaign in its 85-year history in Asia.
The campaign reinforces the company's "Always Listening. Always Understanding" philosophy that has been featured in its operations since 1995.
The philosophy emphasises Prudential's commitment to providing products and services that meet customers' individual financial needs.
"Today, financial services customers expect empathy as well as expertise. We have consistently differentiated ourselves as we have harnessed the power of listening to build our well-trusted team of financial consultants and agents in Asia," said Prudential chief marketing officer Julie Lyle.
She said that in the current environment, it is more important than ever to listen to customers and understand their needs.
"We went to the market and asked customers how they felt before embarking on this campaign.
We found that our listening platform continues to resonate strongly with people across Asia who want to play an active role in building and protecting their wealth."
Initially launched in Singapore, the campaign will be rolled out progressively in seven languages in nine markets across the region through 2010 and into 2011.
Developed by Ogilvy & Mather Advertising Hongkong, it features a television advertisement complemented by print, outdoor, digital and online advertisements.
The Malaysia campaign will begin this week across multiple channels in English, Bahasa Malaysia and Chinese, running until the end of next month.
Prudential Assurance Malaysia Berhad chief executive officer Charlie Oropeza said the campaign reinforces the company's long-standing relationship with families in Malaysia.
"This is the Prudential difference. The campaign will be welcomed by more than 10,000 of our wealth planners and agents who have listened, understood and supported the financial needs of generations of families in this country," he said.
Prudential makes up the life insurance, asset management and consumer finance operations of Prudential plc in Asia.