I want to be...   Prudential’s “I want to be” campaign promised consumers control over their financial affairs, and this was expressed through a long-running print and poster campaign. The unique poster treatment used an side-by-side poster media buy to showcase a fictional travel agency, and we celebrated the Financial Times’ 100th birthday with notional “I want to be” moments from each of the last 100 years, featuring diverse characters including Einstein, the Sex Pistols and Ronald Reagan.