MassMutual: Adopt a Marathon Runner

January 31, 2018

MassMutual took its new brand positioning straight to the New York City Marathon, glomming on to the world's most-popular 26.2-mile race. As part of its new "Live Mutual" brand platform, they paired participating runners with cheering supporters in an effort to show how mutually connected we all are. Jennifer Halloran, head of brand and advertising at MassMutual, will share the story of their new brand positioning, why the New York City Marathon, what it took to make this happen, and key lessons learned.