Lincoln Financial Goes Into Play

CHICAGO Lincoln Financial Group has placed creative and media duties on its $30 million advertising account into review, a company representative confirmed.

The incumbent agency, Omnicom Group’s Martin/Williams in Minneapolis, is defending.

Contenders are already in place and the review is set to conclude by the end of June, the rep said. She declined to name the participants, though she noted that Martin/Williams is among them. The client is located in Philadelphia.

Lincoln National merged with Jefferson Pilot in April 2006, forming Lincoln Financial. In the merger, Lincoln National CEO John Boscia became CEO of Lincoln Financial. The rep said the review was tied to that merger.

“Now that [the companies] are all integrated, it’s time to explore additional opportunities,” she said.

Martin/Williams has handled the Lincoln account for 10 years, creating ads under the tagline, “Hello future” since 2005.

The shop recently fashioned a series of Web films that follow two characters, Robert and Sarah, as they plan for retirement, with viewers deciding which option they should choose. For instance, Robert can either decide to run a print shop or protect sea turtles. Once the selection is made, the film jumps forward 15 years to show how things turned out.

Lincoln Financial spent just over $30 million last year in U.S. measured media, according to Nielsen Monitor-Plus.