TBWA\C\D's 'Eddie' Keeps It Simple

LOS ANGELES An animated campaign for the newly won Principal Financial Group represents a noticeable trend in the category, said the executive creative director of Omnicom Group’s TBWA\Chiat\Day.

“All of a sudden, financial services brands are becoming cool brands to work on,” said Rob Schwartz, who oversaw the Playa del Rey, Calif., agency’s first three TV spots, which all broke recently. “Who would have thought they’d be the new athletic shoe or car?”

Schwartz said that as a result of boomers retiring and a rebounding economy, consumers are “going to be more obsessively thinking about their money.