New Target for Lincoln Financial

After three years of targeting well-to-do consumers, Lincoln Financial turns its attention to brokers and other financial advisors in a new print campaign from Martin/Williams.

“We found that a lot of intermediaries didn’t know Lincoln very well,” said Diane Ridgeway-Cross, an account supervisor at the Minneapolis shop. “It became apparent that we needed to do an effort targeted toward them.”

The campaign for the Philadelphia-based bank, which breaks April 26 in The Wall Street Journal and Barron’s, appeals to the broker’s ego and sense of responsibility to clients.

One execution shows a broker on the phone with a hand-drawn cape on his back.