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You have to applaud Prudential and its agency search consultants. Industry trades report that Prudential is compensating each of the three finalists in its agency search a fee of $300,000. That’s a significant total investment of $900,000, a bet further hedged by including three agencies, for what some would derogatorily call a “mere creative idea.”
The winning agency also gets the account. I would have been happy with that. Bravo, Prudential!
Prudential’s ethical review sends five empathetic messages.
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