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Coping with uncertain outcomes throughout the stages of life is the focus of Lowe Lintas & Partners’ first work for MassMutual Financial Group.
A four-month, $10 million campaign crafted by the New York agency was recently unveiled. The work—three spots and four print ads—introduces the tagline: “You can’t predict. You can prepare.”
The effort promotes MassMutual’s various financial products and services. This represents the client’s first brand-image campaign from Lowe Lintas, which won the Springfield, Mass.-based company’s $15-20 million account in February from longtime agency Bozell, New York.
In one spot, a fairy-tale storyline communicates how MassMutual can help women through many events in their lives, including school graduations, hitting the “glass ceiling” in the working world and starting their own companies.
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