NEWARK, NJ — Archetype’s global creative director Richard Parkinson is leaving the firm to join Prudential Financial as chief brand officer.

In the newly created role, Parkinson will be responsible for the design and performance of Prudential’s brand strategy, with the end goal of driving the financial services company’s global business.

His remit includes using insights and analytics to manage the brand in a way that understands and serves changing consumer needs, Prudential said. He will also oversee Prudential’s advertising operations including its in-house creative agency; traditional and new media advertising; and content marketing and production.

“Richard is an innovative leader. He has a unique ability to bring ideas to life. He takes concepts and turns them into campaigns that work—with measurable results,” said CMO Susan Somersille. “Richard is the ideal person to join our team at this pivotal time of transformation.”

Parkinson has been on the agency side of the business for more than 20 years, the last five of which he has spent leading global creative for Archetype and its predecessor Text100.

Before that, he ran his own London consultancy, IncrediBull, for 15 years before selling it to Text100.

Parkinson is an investor and shareholder in The Unmistakables, the marketing and communications agency that drives diversity across business, which recently strengthened its leadership team.