Commentary

22squared - Lincoln Financial Group

Finalist - Newspapers

NJudy Popky, senior vice president, executive media director; Lisa Purpura, vice president, associate media director; Debbie Grafman, senior media planner; Philip Oliphant, assistant media planner; Will Thomason, executive vice president, group account director.

Lincoln Financial Group is typically outspent in advertising 4 to 1, so its new brand awareness ads had to be clever. They also had to present retirement as positive and optimistic, and support LFG's brand position: "No one knows what's best for your future like your futureself." 22squared placed ads around Wall Street Journal crosswords that provided one hint per puzzle, signed, "Your futureself," and directed readers to LFG's site for retirement plans and more.

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