Prudential’s man ‘ousted’ by woman

Press, 4 February 1987, Page 39

Prudential’s man ‘ousted’ by woman

The “Man from Prudential” is being replaced by a woman. In keeping with the Prudential Assurance Company’s traditional claim to reliability and dependability, the woman who will represent the company into the next century is a special woman.

Her name is Prudence and she has been around for more than 135 years as the Prudential’s emblem.

The company has been gradually adopting her for its new image and logo around the world. This week the Prudential Assurance Company New Zealand followed the world-wide trend set by The Prudential Corporation’s headquarters in London.

“The key symbol of the Prudential’s past history and its very name, is the figure of Prudence” says Mr Boyd Klap, Prudential New Zealand’s general manager.

The company’s coat of arms features Prudence with the motto: “Fortis qui Prudens” which means “strength to those who are prudent.”

Prudence has been the Prudential’s symbol since its founding in the United

Kingdom in 1848

Her constant companions are the snake — the symbolic representation of wisdom; the arrow — the confident sign of the skilled marksman; and the mirror — signifying the ability to see oneself as one really is.

“In keeping with modern times, Prudence has been altered and will appear on all Prudential’s signs, letterheads, buildings (eventually) and publicity as a series of lines which form the face, snake, arrow, and mirror of the modern Prudence,” Mr Klap says. How she appears is a far cry from the painting by Sir Joshua Reynolds, depicting her as she appears on Prudential’s coat of arms.

However, Prudential has had to explain why the “Man from Prudential” was still being depicted, to a number of women who wrote to the newspaper complaining about the “Man,” when a number of women also represent the company these days. Mr Klap says the change to “Prudence” just now is in no way connected to the need to oust

the “Man” image. “Rather the new corporate identity capitalises on the company’s heritage and its name. The symbol of Prudence will continue to act as a visual reminder of the guiding principles behind Prudential and its many varied activities, to take the company into the future,” he says.

Mr Klap says Prudential has established a new New Zealand company that will commence operations from February 1. This will give Prudential New Zealand more autonomy and a new thrust into an expanded role in the New Zealand marketplace. The “Man from Prudential” was first portrayed humorously in an English music hall sketch more than a hundreed years ago, so he has been around for a long time.

Later in the 19305, Stanley Holloway’s popular song “The Return of Albert” revived the idea with the lines: “Twas the Man from Prudential, E’d called for their ’tuppence per person per week.”