Martino Intros Reinsurer’s Ads

Martino & Binzer adds a human touch to the reinsurance industry in its first campaign for Annuity & Life Re America.

Spending was not disclosed.

One ad casts the client as “One of the fastest-growing reinsurers in the industry,” showing a succession of legs clad in increasingly shorter pants.

“We’re trying to personify the characteristics of the company,” said agency principal Gavin Binzer.

“Annuity & Life Re has grown from the 19th to the sixth-largest reinsurer of life insurance in just four years,” text reads, in part. “And why not? Our low operating costs and capital efficiencies are reflected in our extremely competitive pricing. That makes us a wise business choice.”

The new tagline, “Reshaping reinsurance,” appears along with the client’s long-running logo featuring a drawing of a lighthouse.

The Avon, Conn., agency is running print advertising in trade magazines targeting life insurance carriers such as Best’s Review, National Underwriter and Contingencies. Additional ads, along with collateral materials, are in production.

Offering individual life insurance policies and fixed annuities, the client competes against firms such as GE Global Insurance Holding and Reinsurance Group of America.

Martino picked up the assignment for the Hartford, Conn.-based client last summer.

Other Martino clients include American Saw, GATX Capital and Castek Insurance.