Adams & Knight Breaks Allmerica Campaign

Adams & Knight is breaking print work for Allmerica Select, a division of Allmerica Financial. It is the first effort by the Avon, Conn., agency, for the client, which provides variable annuities and related life insurance products to financial advisors.

Single-page and spread-style ads introduce the tagline, “All you need from Allmerica.”Ads seeks to communicate that Allmerica is able to give financial advisors all the tools and marketing resources they need to help customers achieve their goals, according to agency president Jill Adams.

To illustrate this, one ad features a newly restored car, another an isolated tropical island, and the third a golf course in the mountains. Text underneath the images describes what one needs to acquire such things. The text goes on to describe how Allmerica products can help customers meet their goals.

“Our job is to get the audience excited about the products,” Adams said. Art director on the campaign was Don Carter; copy was written by Patrick Dugan.

The ads will run through December in publications such as Investment News, Investment Advisor, Advisor Today, Journal of Financial Planning, Financial Planning, On Wall Street and Life Insurance Selling.

More print ads may follow later in the year, Adams said. Adams & Knight, which won the business late last year, is also creating collateral and a direct mail campaign targeting consumers.

Spending on the campaign is in the mid-six-figure range.

Allmerica Select is the most recent financial services client serviced by the 18-person, $15 million shop. Others include SunLife Financial, Aetna and MassMutual Financial.

Previous ad work for Worcester, Mass.-based Allmerica was created by Boston shop Gearon Hoffman, which broke print in 1998 carrying the tag, “A higher standard.”