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Date & Time
Starts: Tuesday, January 27, 2009 at 11:00am EST
Ends: Tuesday, January 27, 2009 at 12:00pm EST
To Attend Via Phone and Webinar
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Description
MassMutual launched a new campaign in late August of 2008, right into the perfect storm of an unprecedented meltdown in the financial services sector that has crumbled major industry players and raised significant consumer uncertainty about the category. Brand equity and business results achieved by MassMutual during this challenging period illustrate the power of how a collaborative effort between research, planning, creative, company leadership and field personnel was able to produce an advertising idea with the strength to weather the storm. In developing the campaign, MassMutual understood that following the same old paradigms wouldn’t allow them to break through the category clutter. In the midst of an historic financial meltdown, “what if” fear messages or over-inflated retirement imagery fail to engender consumer confidence and trust. Instead, the work was based on what MassMutual has always offered their customers and what their customers have always sought above all else...in good times, as well as bad.
Speaker:
John Chandler, SVP and CMO, MassMutual Financial Group,
John Wolfarth, SVP, Group Creative Director, Mullen