PGIM has launched a new global brand campaign aimed at reinforcing its investment philosophy and differentiating on process rather than product.
The campaign titled “Keep Asking” centres around the idea that strong investment conviction is formed through questioning assumptions and challenging established thinking, positioning curiosity and scrutiny as central to PGIM’s approach.
Ken Poliziani, chief marketing officer at PGIM, said: “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 and the courage to ask the hard questions.”
“Keep Asking” uses the concept of continual questioning to surface the research discipline that sits behind PGIM’s investment decisions.
Built to deliver sustained brand impact over time, “Keep Asking” is designed to reinforce how conviction is built over time rather than showcasing short-term market views or outcomes.
Developed in partnership with creative agency McCann, the campaign will roll out across multiple international markets including the US, UK, Europe and Asia, using a mix of digital, video and premium media placements.
The campaign reflects a broader shift among asset managers towards brand-led marketing that emphasises philosophy, process and thinking as points of differentiation, as competitive pressure and scrutiny around investment decision-making continue to increase.