Prudential Financial has chosen McCann as its creative agency of record following a review that started in May, the insurance company announced Thursday. The review was conducted internally.  

StrawberryFrog, which previously held the account, declined to participate in the review, according to the agency. 

“Prudential is making strides as we sharpen our focus on higher growth markets and opportunities—and marketing plays a major role in delivering industry-leading customer and client experiences,” Susan Somersille Johnson, Prudential’s chief marketing officer, said in a statement. “We're excited to join forces with an innovative agency like McCann to create memorable campaigns that will play a meaningful role in people's lives.”  

Last year, StrawberryFrog, launched a “Who’s Your Rock?” campaign that brought back Prudential's iconic rock logo, which was first introduced 125 years ago but had been missing from its advertising campaigns for a decade. The campaign included a 60-second spot that ran during the Olympics opening ceremony last year. 

“The Prudential brand was an important part of the StrawberryFrog story since StrawberryFrog won the business, developed and launched the 'Who’s your Rock' platform,” Shana Bellot, managing director at the agency said back in May. “We felt it was best that we parted with the company at the end of 2021, which we did on good terms. We wish Prudential all the very best for the future. It has been a privilege to work on this iconic brand.”

The account move marks the latest change for the financial giant. In April, Prudential sold its full-service retirement business to Empower for $3.5 billion. That same month, Prudential sold a “portion” of its traditional variable annuity block, worth $31 billion, to Fortitude Re, Prudential said in a statement.

In May, Prudential posted first-quarter revenue of $13.65 billion, down slightly from $13.75 billion a year earlier.