NEWS7 April 2011

Prudential picks Opinion Leader for brand tracker

New business UK

UK— Financial services firm Prudential has awarded Opinion Leader the contract to run its brand tracking survey.

The project is due to commence next month and incorporates various mapping tools, an online tracker and tactical dips to examine how Prudential differentiates itself in the retirement savings and income markets, as well as identifying opportunities to further grow the brand.

Opinion Leader director Sinéad Jefferies, a former head of business intelligence at Royal Mail, said: “This is a very exciting win. Our teams have a vast amount of expertise in brand tracking studies, and commercial thinking from our people with clientside experience means we will be able to add some real value to the findings.”

The firm is part of Chime’s Research and Engagement division.