JWT Quietly Changes Focus In Northwestern Mutual Life Ads

Northwestern Mutual Life Insurance Co. turns its attention to small-business owners this week in new TV, radio and print ads from J. Walter Thompson here.
In keeping with the Milwaukee-based insurer’s longtime positioning as “The quiet company,” the spot captures 30 seconds of quiet conversation between two employees putting in some weekend hours at the office. After learning that “the big guys” have canceled their tee time for a meeting, one of the employees says, “It must be a big client.”