New York Life Insurance

David Williams, CVP, Brand Marketing
Kari Axberg, Co-Director Brand Marketing
Fernando Urruchua, Corporate Vice President, Brand Marketing, Advertising
Melissa Allred, Advertising & Sponsorships

Anomaly *Lead Agency

Gareth Goodall, CSO
Ian Zelesko, Group Planning Director
Mary Liz Casey, Business Director
Jane Cronk, Groups Creative Director
Naomi Wood, Account Director
Chris Hinkaty, Managing Director
Christina Gregory, Group Comms Director
Katy Moseley, Creative
Edward Miller, Creative

Publicis

Life insurance may feel like a low interest category to some. But this is a story about the power of an insight to not only drive business but to do something no company had done before: make buying life insurance feel heroic.    New York Life cut-through a high-spending category to exceed lead objectives and supercharge perceived differentiation against all competitors. More than that, the insight led to a truly meaningful act: the creation of a fund of over $50M to support the families of frontline workers who died fighting Covid.