Prudential goes for trust

Malaysia - Prudential Assurance has rolled out a 'The Face You Can Trust' marketing campaign, with advertising handled by McCann Erickson.

The campaign is aimed at building customers' trust for insurance agents, the dominant distribution channel of Prudential. The initiatives include improving the skills set of its insurance agents and providing them with more point-of-sales technology.

The campaign is estimated to cost RM2 million and will run for 10 weeks.