$20 Mil. ‘Quiet Company’ Goes Into Play

CHICAGO Northwestern Mutual Financial Network has put its $20 million advertising account into review, the client confirmed.

The incumbent, WPP Group’s JWT in Chicago, has been invited to participate. The Milwaukee-based financial services company has contracted Chicago consultant Jones Lundin Beals to conduct the review, according to a client representative.

“We think it makes good business sense to evaluate our advertising programs to best use our budget,” said the rep. She said the company hoped to have the review completed by July.

JWT has handled the account since 1948 and developed the client’s “Quiet company” positioning. The company’s most recent advertising, which launched in January 2004, is meant to depict the conversations people have with their financial advisers. One print ad showed a man and a woman engaged in a conversation in front of a bank of elevators as another woman looked on, with the headline “It’s time for a quiet conversation.”

The company spent just over $20 million on advertising last year, according to Nielsen Monitor-Plus.