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Monday, August 09, 2010

Olson helps Northwestern Mutual establish new ad campaign

Northwestern Mutual has unveiled an integrated national television, print and online campaign highlighting the long-term value and flexibility of permanent life insurance. The campaign, titled “A Foundation for Life,” emphasizes the attributes of permanent life insurance that make it a unique asset for building value in a diversified portfolio. Created by Minneapolis-based OLSON, the TV will preview during the Senior US Open on NBC then will officially debut during the PGA Championship on TNT in August as part of the complete holistic campaign, alongside print and online.

“A Foundation for Life” breaks from the traditional lifestyle-driven creative that dominates the life insurance space, and is brought to life with animation symbolizing the building of a strong foundation. The campaign is highly relevant, given current economic conditions, and highlights permanent life insurance as a recession-proof financial asset that does not fluctuate based on market volatility to reinforce the product’s long-term growth guarantees and flexibility.

To see the complete campaign, visit

“‘A Foundation for Life’ showcases the stability, consistency and flexibility of permanent life insurance. It is a financial solution that offers not only continual and dependable growth over time, but also the ability to meet an individual’s changing needs while helping achieve financial security,” says Conrad York, vice president of marketing, Northwestern Mutual. “This campaign is particularly timely given so many people are worried that today’s economic and market conditions will paint them into a corner and limit future choices in their lives.”

The TV campaign will also run during the 2010-11 football season, including :60 second spots during college football games on network TV, :60 second spots on NBC during Notre Dame home games and on ABC during the conference championships. The TV spots will be supported with print ads in The Wall Street Journal and customized editorial gatefolds to run in Forbes Magazine’s ‘Largest Private Companies’ and ‘Investment Guide’ issues. The campaign also includes online and a new “Life Stories” application on Northwestern Mutual’s Facebook page that recounts policy owner stories through written and video content.

“The idea behind this campaign is to position Northwestern Mutual’s permanent life insurance as a way for people to seize life’s opportunities,” said Kevin DiLorenzo, president and CEO, OLSON. “Rather than talk about the death benefit, OLSON focused on the appealing qualities of permanent life insurance in a turbulent economy– the flexible and strong base it provides to reach life goals and the dependability of Northwestern Mutual’s offerings”