Wausau Drops 60 Minutes

Wausau Insurance Cos. drops its longtime affiliation with 60 Minutes and a familiar mnemonic in new TV work from Cramer-Krasselt, Milwaukee.
“What can we do to help you?” is the tagline for the campaign, which began with print work in early February and makes its broadcast debut this week. The tag replaces “The business insurance experts.” Not heard in the new ads is the familiar pounding press sound that has spelled out Wausau at the end of TV ads for many years.
The Wausau, Wis., insurance company has opted to air its ads on cable, mostly during news programming. For many years its staple medium was Sunday night’s 60 Minutes broadcast, but the company said cable provides a better target audience.
–Trevor Jense