Droga5 Starts Work on Prudential in April

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Droga5’s first work for new client Prudential Financial will likely break in April, the client said today.

The effort—an umbrella campaign for its master brand—will feature traditional ads as well as Web-based marketing, including social media tactics, said Colin McConnell, head of Prudential Advertising, the company’s in-house agency. Prudential is expected to back the ads with about $50 million in major media spending.

McConnell discussed the New York shop’s initial work after finally confirming the hiring of the agency, months after the independent started to develop its pitch ideas.

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