MassMutual

Jennifer Halloran, CMO, Head of Marketing & Brand
Kristin Lane, Head of Customer Activation & Engagement
Spencer Deadrick, Head of Creative
Christa Perry, Brand Marketing Director
Bailey Kolligian, Director of Integrated Marketing
Marie Kehoe, Communications Planning Consultant
Elizabeth Cruz, Brand Marketing Consultant
Will Uronis, Creative Director
Larry Fahey, Creative Director
Alex Silberman, Head of Growth, Search, and Social

Grey New York *Lead Agency

Joe Mongognia, Executive Creative Director
Mike Abell, Creative Director/Copywriter
Kevin Gentile, Creative Director/Art Director
Jonathan Lee, Global Chief Strategy Officer + Global Chief Data Officer
Suzanne Ayello, Partner
Debby Reiner, President, Global Clients & Business Leadership
Daniel Avon, Director, Data Strategy
Jessica Womack, Senior Strategist
Matt Nein, Account Executive
Jessica Campbell, Senior Project Manager
Will Milowsky, Copywriter
Jelsen Innocent, Associate Creative Director / Art Director
Troy Jones, Associate Creative Director / Copywriter
Gemma Slack, Associate Creative Director
Athanasia Efthimiu, Associate Creative Director
Iman Omar, Associate Creative Director/Copywriter
Han Lin, Executive Design Director
Marcelo Bacellar, Designer

Giant Spoon

Mitch Kapler, Group Account Director
Anthony Pedalino, VP, Media
Julia Weiss, Media Director
Rachael Fogel, Account Director

Townhouse

Kevin Grover, VP, Integrated Producer
Lauren O'Driscoll, VP, Integrated Producer
Jake Sharkey, Integrated Producer
April Gallo, Senior Print Producer
Stephen Bernstein, SVP Head of Business Affairs
Winona Schulterbrandt, Business Manager
Natasha Howell, VP, Head of Talent
Nina Pratt, VP, Casting

MassMutual faced serious competitive headwinds as the brand was outspent in the financial services category by nearly 5X, but wanted to reach new consumers. In order to make its mark in a crowded space, the brand launched a campaign that defied convention and forced consumers to get comfortable with the uncomfortable realities involved in financial planning. We hit viewers with raw, vulnerable honesty that resulted in increasing new customers by 20% and increased overall customers by 5%, hitting a 6-year high for the brand.