Prudential Investments this week launched its new ad campaign, the first since it rebranded from JennisonDryden in February.

The print and digital campaign, aimed primarily at financial advisors, will run throughout the year, according to Prudential spokeswoman Lisa Iurato. She did not say how much Pru is spending on the campaign.

The first advertisement, created in-house, appeared in The Wall Street Journal and Financial Times this week. The ad promotes the Prudential Jennison 20/20 Focus fund.

Ads will also appear in The New York Times, Barron's, Investor's Business Daily, Pensions & Investments and InvestmentNews, according to Iurato. Future ads will highlight other Prudential Investments funds.

The rebranding of the fund family from JennisonDryden to Prudential Investments took effect in mid-February. Company officials pointed to research showing that financial advisors often favor investments from large recognized brands. Officials also said such a move indicates Prudential's commitment to the mutual fund business. 

Edited by: Armie Margaret Lee


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