Lincoln Financial Debuts 'Chief Life Officer' Campaign


Lincoln Financial Group broke a new multimedia election-themed ad campaign today. Ads are featured in print publications, online and TV.

The ads play off the “Chief Life Officer” theme that the financial company unveiled late last year. No word on how much Lincoln is spending on the newest campaign. According to Kantar Media, the client spent $27 million on ads in 2011.

The new ads feature copy that states: "Hail to the Chief Life Officer. Whether you live in the White House, the red house, or the apartment house, you’re in charge of your own future."

“The ads portray each of us as the commander-in-chief of our own life,” said Jamie DePeau, CMO for Lincoln Financial Group. “When it comes time to take the steps necessary to achieve a sound financial future, what goes on in the home office should be just as important as what goes on in the Oval Office."

With the election as a backdrop, DePeau added: “We hope our new advertising will help to inspire people to take as active a role in their own future as they take in helping to determine the future of America."

The new campaign was created by Lincoln’s ad agency Gyro, which won the Lincoln account about a year ago after a review. The shop also handled media chores for the campaign.

Full-page print ads broke Tuesday morning in The Wall Street Journal and USA Today. Both 30- and 60-second TV commercials debuted on CNBC and the Bloomberg channel. The client is also placing new print and digital banner ads on various publications and Web sites. The TV spots will run through the week of Nov. 19. Print runs through the end of next week.

Since Gyro took the account over last year, the main theme of Lincoln’s advertising has keyed off the digital era’s shift toward greater consumer empowerment with the tagline “You’re in Charge.” The client has positioned that approach as an alternative to the scare tactics used by some competing financial and insurance companies.

The ads direct consumers to the client’s site, where they can view recent TV spots and get more information on the company’s various products and services.




1 comment about "Lincoln Financial Debuts 'Chief Life Officer' Campaign".
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  1. Paula Lynn from Who Else Unlimited, December 1, 2012 at 11:18 p.m.


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