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Lincoln Financial Group uses an “Honest Abe” impersonator in an effort to raise its name recognition in work from Martin/Williams breaking this week.
The Philadelphia-based financial-services company was granted rights to use the iconic name and likeness in 1905 by Robert Todd Lincoln, the 16th president’s son. Though Lincoln’s silhouette has ap peared as a small logo in previous advertising, the new print and TV effort brings him to the forefront.
“They have an underleveraged asset that no one else has,” said Tom Kelly, creative director of the Minneapolis shop.
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