PGIM unveils campaign promoting curiosity in investing

PGIM, the asset management arm of Prudential Financial, has introduced a global brand campaign titled Keep Asking, positioning curiosity as a driver of investment decision-making and long-term outcomes.

Developed in collaboration with McCann, the campaign centres on the role of questioning assumptions and challenging conventional thinking in financial markets. It will run across the United States, United Kingdom, Germany, Switzerland, Japan, Hong Kong and Singapore, spanning digital, video and print channels.

Creative approach highlights curiosity

The campaign uses a Claymation-inspired visual style across its assets, aiming to differentiate PGIM’s messaging in a category often focused on performance metrics and results. The creative direction reflects the firm’s emphasis on process, particularly the analytical work that informs investment recommendations.

Ken Poliziani, Chief Marketing Officer: "Every asset manager talks about conviction and outcomes — but very few talk about what it takes to get there. Keep Asking is about the work that happens before the recommendation — the probing, the challenging, the courage to ask the hard questions. That’s what our clients expect, and we invite others to join us."

Global rollout across key markets

The campaign will be distributed through a mix of premium media placements and digital channels across multiple international markets. This rollout reflects PGIM’s effort to build a consistent global brand narrative while engaging institutional investors in different regions.

www.pgim.com

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