Northwestern Mutual

Northwestern Mutual Debuts "Strength and Consistency" Ad Campaign

MILWAUKEE (AUGUST 4, 2009) – It’s one thing to be strong.  It’s another to be consistent.  That is the message that Northwestern Mutual is taking to the airwaves with its “Strength and Consistency” advertising campaign, highlighting the importance of a company’s financial strength in both good times and bad.  National television spots will begin airing during the 91st PGA Championship on August 13.

“For more than 150 years, this company hasn’t just been strong, it’s made ‘strength’ standard operating procedure,” said Nag Odekar, director of brand and advertising for Northwestern Mutual.  “When you’re working to protect your financial future, it matters who you do business with.  We’re looking to create a conversation with people who are focused on their long-term financial goals, not on a quick win.”

Developed with extensive input from consumers and the company’s network of financial representatives, the ads use baseball and golf analogies to demonstrate how the discipline and work ethic embodied in sports excellence applies equally to enduring financial performance. 

“A pitcher can’t throw one good pitch and be considered successful,” said Odekar.  “And it takes more than one great golf swing to become a champion.  To be recognized as the best, you have to deliver results again and again. It’s the perfect metaphor to reinforce why Northwestern Mutual is different from the rest.”

Within the company’s three ads, the company cites independent industry sources highlighting the company’s best possible insurance financial strength ratings for over 17 years from the nation’s top ratings agencies, its ability to pay more life insurance dividends than any company in the industry for the past 12 years, and its position as the only company to lead its industry in FORTUNE® magazine’s “America's Most Admired Companies®” survey for 25 years. 

“Many companies say they are strong, but few can back it up with independent analysis,” Odekar said.  “Consumers are cynical about the financial services industry, so it’s important for us to share why they can be confident in our company’s strength.”

Campaign creative was produced by Downtown Partners.  The creative team selected renowned director Stacy Wall, best known for his Nike commercials, to capture the visual excitement of strength and consistency through high level athletic performance. 
Northwestern Mutual’s media plan includes advertising placements during the PGA Championship on TNT, the Major League Baseball Divisional and Championship Series on TNT, and Notre Dame home football games on NBC.  Advertisements will run on cable channels including CNN, FOX News, ESPN, ESPN2, the Discovery Channel, the History Channel, the National Geographic Channel, the Travel Channel, BBC America and FX.  The company will also connect with tech-savvy consumers by advertising on online network television outlets including,,, and

About Northwestern Mutual

The Northwestern Mutual Life Insurance Company – Milwaukee, WI (Northwestern Mutual) has helped clients achieve financial security for more than 150 years. 

Northwestern Mutual is an industry leader in total individual life insurance and disability insurance dividends paid to participating policyowners.  Though dividends are not guaranteed, are reviewed annually and are subject to change, the company has paid life insurance dividends every year since 1872.  Third party ratings are subject to change.

Northwestern Mutual and its subsidiaries offer a holistic approach to financial security solutions including: life insurance, long-term care insurance, disability insurance, annuities, investment products, and advisory products and services.  Subsidiaries include Northwestern Mutual Investment Services, LLC, broker-dealer, registered investment advisor, member FINRA and SIPC; the Northwestern Mutual Wealth Management Company, limited purpose federal savings bank; and Northwestern Long Term Care Insurance Company; and Russell Investments.  Further information can be found at


CONTACT: Jean Towell, 1-800-323-7033

Ad Campaign
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8/4/2009 3:04:54 PM