Lincoln Focuses on Its Name

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Lincoln Financial Group uses an “Honest Abe” impersonator in an effort to raise its name recognition in work from Martin/Williams breaking this week.

The Philadelphia-based financial-services company was granted rights to use the iconic name and likeness in 1905 by Robert Todd Lincoln, the 16th president’s son. Though Lincoln’s silhouette has ap peared as a small logo in previous advertising, the new print and TV effort brings him to the forefront.

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