CLIENT
Lincoln Financial Group
Dave Wozniak, Asst. VP-Brand Devel. & Advt.
Ed Faruolo, VP-Brand
Priscilla Brown, Chief Brand Officer
AGENCY
Scott Sheinberg, CCO
John Stapleton, Sr. VP-Exec. Creative Dir.
Will Thomason, Exec. VP-Group Acct. Dir.
Judy Popky, Sr. VP-Exec. Media Dir.
Philip Heuring, VP-Dir., Brand Planning
Connie Newberry, Sr. VP-Dir., Bdcst. Production
James Rosene, Sr. VP-Creative Dir.
Tierney Communications
SUMMARY
Lincoln Financial offers retirement solutions through trade professionals such as financial planners. So the company had to get the trade to recommend and consumers to embrace the brand. With the goal to drive business, the campaign sought advocacy from professionals and receptivity among consumers. Despite limited ad budgets, the campaign drove trade advocates by more than any tracked competitor, saw brand affinity measures lift dramatically among consumers and grew qualified leads by the highest amount in two years.
