Gyro 'In 'Charge' Of Lincoln Financial Campaign

Lincoln Financial ads are getting a makeover from the client's new ad shop Gyro, as part of a new $20 million campaign that includes TV and radio spots, as well as print and online ads.

The new campaign, which began on Thanksgiving Day, represents a big chunk of the company’s overall advertising expenditures. According to Kantar, Lincoln spent a total of $29.4 million on ads in 2010.  

Keying off the digital era’s shift toward greater consumer empowerment, Lincoln is adopting a new tagline: “You’re in Charge.”

Gyro won the account after a formal review in July. Contenders included Omnicom’s BBDO, WPP’s JWT and Trone.

The new TV spots debuted on NBC’s "Today" and also appeared in the network’s coverage of the Macy’s Thanksgiving Day Parade. The ads will appear in holiday airings of the Frank Capra classic “It’s a Wonderful Life" and telecasts of the National Football League. The client confirmed that it will place print ads in The Wall Street Journal and other publications. 

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The broadcast buys are being handled by Omnicom’s PHD, while Gyro handled all other aspects of the campaign, per the agency.

The “You’re in Charge” push is the client’s first new campaign since 2007. It replaces an effort that was dubbed “Hello Future.” The new ads highlight the fact “people have complex lives that are not much different from big complex businesses,” said Lincoln Financial CMO Jamie DePeau, who recently joined the company from TIAA-CREF. “That’s why they are the Chief Life Officer.”
 
Charles Armstrong, Lincoln's vice president of brand management, stated: “While many other financial companies leverage fear or humor, we are embracing a positive message and reminding consumers that they are in control.”

Christoph Becker, CEO and chief creative officer at Gyro, stated: “People are skeptical about what financial institutions have to say. Lincoln Financial understands that the consumer wants to be in charge. This campaign reflects this vision..." 

Based in the Philadelphia area, insurer and financial planner Lincoln Financial Group manages approximately $150 billion in assets.

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