FCB Garfinkel Lands Lincoln Financial Creative Duties

Grey was the other finalist

FCB Garfinkel prevailed in the creative review for Lincoln Financial Group, replacing Gyro which did not defend the business.

Lincoln Financial, which last year spent about $25 million in media, narrowed its search down to finalists FCB and Grey. Kirshenbaum Bond Senecal + Partners had earlier been a contender as well. Each agency pitched out of its New York office.

Lincoln Financial has been running its "Chief Life Officer" campaign, which reminds consumers that they're in control of their lives and that Lincoln offers tools to navigate its various stages. TV spots use the tagline "you're in charge," while print ads assert, "You're the boss of your life. The Chief Life Officer. FCB is expected to break a new campaign in the fourth quarter with a new positioning for the company.

"Our teams gelled from the beginning and our immediate collaboration helped us zone in on a platform that will set Lincoln Financial apart from the competition," agency CEO Lee Garfinkel said in a statement.

The review was handled by Ark Advisors.

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