Northwestern Mutual's New Ad Campaign Puts Clients' Minds at Ease
Northwestern Mutual, long recognized as "the quiet company," is launching an ad campaign that gets to the heart of one of the biggest concerns people have in life--their lack of confidence regarding their financial future. This new campaign, "Interrupted Moments," shows viewers that the company's financial representatives understand their customer's issues and how to address them. National television spots will begin airing during the French Open tennis tournament on Friday, June 9.
The campaign, which was created with extensive input from consumers and the company's Network of financial representatives, depicts real world scenarios when financial worries can prevent enjoyment of life's special moments. The objective of the advertising is to create a "call to action" for people to help ease their minds by seeking the expert guidance provided by the company's Network of over 7,900 financial representatives across the United States. The new signoff line-insurance/investments/ideas, clearly articulates Northwestern Mutual's ability to provide clients with a diverse range of financial products and services.
"Our research tells us this message will resonate strongly with our clients as we learned that they do spend a lot of precious time worrying about everyday financial concerns and are looking to 'quiet their minds' and enjoy life," said Karen Rondinelli, director of brand and advertising for Northwestern Mutual.
Northwestern Mutual's high-impact media strategy will include 30-second spots on marquee network television events including the French Open, the Belmont Stakes, U.S. Opens (tennis and golf) as well as NBC's Emmy Awards. On cable, the company has added ESPN, ESPN2, History, National Geographic and Travel Channels to its solid lineup of news, sports and lifestyle networks. Northwestern Mutual is also a presenting sponsor of National Geographic's "Space Race," airing on June 4 at 9 p.m. EDT.
This high-impact approach is mirrored in national magazines and newspapers. Print ads appear in top business, finance, news, thought-leader and epicurean publications, along with general interest titles like Conde Nast Traveler, Real Simple and Sports Illustrated. This year's online schedule covers finance (e.g. CNNMoney.com), news, women's interest, sports (PGA.com) and search categories including Yahoo.
Campaign creative was developed by Downtown Partners Chicago, Inc., which was named as Northwestern Mutual's new advertising agency in July, 2005.
BROADCAST/PRINT -- Creative Partner & Art Director: Joe Stuart -- Producer: Will Meyers -- Media Director: Gary Engnes (Prometheus) -- Art Director: Travis Lampe -- Partner & Copywriter: Jim Schmidt ONLINE -- Online Director: David Greenbaum -- Associate Creative Director: Mark Jarzemsky -- Art Director: Brian Trecka -- Designer: Ryan Page -- Copywriter: Kristen Schwanz -- Flash Designer: Tim Messman Northwestern Mutual
The Northwestern Mutual Life Insurance Company, Milwaukee, WI (Northwestern Mutual), the nation's largest direct provider of individual life insurance, according to statistics compiled from A. M. Best data, has always received the best possible insurance financial strength ratings from Standard & Poor's, Fitch Ratings, A. M. Best and Moody's. For 23 years, a FORTUNE magazine survey has named Northwestern Mutual "Most Admired" in its industry. The company has also been recognized as one of the "50 Best Companies to Sell For," by Selling Power magazine (2005).
The company, its subsidiaries and affiliates are also providers of annuities, mutual funds, long-term care insurance, disability income insurance and employee benefit services to the group employee and executive markets. These products and services are distributed through the representatives of the Northwestern Mutual Financial Network. Among Northwestern Mutual's affiliated companies are those that comprise the Russell Investment Group, which provide investment management and advisory services; Northwestern Mutual Investment Services, LLC (NMIS), a wholly-owned company of Northwestern Mutual, broker- dealer and member NASD and SIPC; and Northwestern Mutual Wealth Management Company, a wholly-owned company of Northwestern Mutual, limited purpose federal savings bank and a registered investment adviser which provides financial planning, investment management and trust services. A subsidiary, Northwestern Long Term Care Insurance Company, offers long-term care insurance. Further information on Northwestern Mutual can be found at: http://www.nmfn.com/.
Downtown Partners in Chicago
Downtown Partners Chicago is an entrepreneurial advertising and communications agency whose approach to marketing is different. Downtown Partners Chicago promises its client partners experienced hands-on management with access to the integrated, talented resources of Omnicom. By working in partnership through creative collaboration, Downtown Partners Chicago builds brands and drives sales through original thinking and action. Downtown works for a strong roster of clients including Walgreen's, Northwestern Mutual, Northern Trust, Allen-Edmonds, Tallgrass Beef, Environmental Law and Policy Center and World Business Chicago.
SOURCE: Northwestern Mutual
CONTACT: Jean Towell of Northwestern Mutual, +1-800-323-7033, or
6/1/2006 10:36:00 AM