Prudential markets Eastspring brand
Global - Prudential has launched a global campaign to introduce its new brand Eastspring Investments, consolidating its asset management business under one name.
It's first campaign titled "No one sees Asia like we do", developed by Ogilvy & Mather with the logo designed by The Brand Union Asia, is set to launch across different markets over the next two weeks, focusing on using regional broadcast and online media.
The new brand will see a presence in markets such as Hong Kong, Taiwan, Malaysia, Singapore, Japan, Korea, UAE and Vietnam but it will not affect any joint venture businesses.
Eastspring Investments replaces a number of different business names, as the insurance giant aims to grow its business beyond Asia into markets such as US and Canada. In addition, Prudential hopes, the change will allow for greater market penetration and expansion across Asia and Europe.
“We are rebranding to accelerate growth. The Eastspring Investments brand removes barriers preventing us from penetrating Asian and European markets efficiently," Graham Mason (pictured), chief executive of Eastspring Investment, said.
The new brand will retain ties with Prudential with no change in its management structure, investment philosophy or leadership.
Don Kanak, who has served as chairman of Prudential Corporation Asia, will fill the role of non-executive chairman of the newly-branded business.
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