Unifying Prudential's Global Asset Management Network
- ClientPGIM
- IndustryFinancial Services · Finance
- ServicesCustomer Experience · Marketing
- CapabilitiesCustomer Experience
Code and Theory streamlined PGIM's digital presence and engagement.
Code and Theory collaborated with PGIM, a leading global asset manager, to enhance their digital presence by unifying the brand experience across eight specialized business units. By redesigning the marketing sites, they addressed user confusion and improved engagement through clear calls to action. Through in-depth research, they identified key user motivations—fund recommendations, performance monitoring, and strategic advice—and tailored the site design to simplify navigation while enhancing the effectiveness of calls to action, ultimately creating a more cohesive and effective client pipeline.
Key Takeaways
Enhanced engagement with targeted calls to action.
Streamlined digital presence across units.
A unified brand experience boosts the client pipeline.
The Background
As a top-10 global asset manager with $1.4 trillion in AUM, PGIM houses eight specialized business units under a common, 4-year-old brand. With each of the individual managers operating their own marketing sites, the existing user experience confused institutional users looking to understand a nascent brand and broad swath of products across the enterprise. Potential leads were further stymied by a lack of clear calls to action, resulting in isolated content engagement that never added up to a reliable client pipeline.
The Approach
Through research we discovered common user motivations that transcend investment vehicles, markets, or organizational roles—making fund recommendations, monitoring performance, and getting strategic advice. Designing around these three motivations meant we could simplify the site system while simultaneously increasing the nuance in calls to action.
The Result
A system that outfits all content with a toolkit for easy sharing, quick evaluation, and contextual engagement. As part of the toolkit, each business has the power to determine where and how content appears across the full ecosystem. The experience launching in June 2020 sees thought leadership freed from printer-focused PDFs, micro-interactions helping users quickly scan information, and content that adapts next steps to a user’s location and role.
What We Did
Website
Content
Customer Experience
Technology
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newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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