N.Y. Life Unit Selects Wallwork

Agency Charged With Building a Buzz for Retirement Services
BOSTON–Wallwork Curry Sandler has been tapped by New York Life Benefit Services to promote the firm’s 401(k) and related financial offerings to companies nationwide.
The Boston agency was selected over Clarke Goward, also in Boston, and Harpell/Martins & Co., Maynard, Mass., for the assignment, according to Beth Fagan, director of creative services at New York Life Benefit Services. Fagan oversaw the review process.
The Norwood, Mass.-based unit of the New York Life Insurance Co. had previously worked with Direct Results Group, Boston, but parted ways with the shop some months ago, Fagan said.
Spending was not disclosed, but sources said the budget could reach the high-seven or low-eight-figure range. Wallwork Curry is charged with crafting a brand-building campaign set to break in vertical trade publications and the business press before the end of the first quarter, Fagan said.
The media buy has already been made in-house, Fagan added.
Wallwork Curry’s ads will target high-level executives nationwide who make decisions about 401(k) and other retirement plans, said Jack Wallwork, co-chairman and creative director of Wallwork Curry. Direct marketing executions will follow.
Last year’s campaign for the client through Direct Results employed the tagline, “You’ll like how we fit,” which likely will be changed in upcoming efforts from Wallwork Curry, Fagan said.
Choosing the 25-person shop “is a very big deal for us” in terms of applying a strong creative approach to take on competitors such as American Express, Fidelity Investments and other firms offering similar services, Fagan said.
Apart from its category experience, the shop’s branding efforts for Steinway & Sons were especially impressive, Fagan said. Its most recent print work for Steinway broke last spring and featured elegant close-ups of parts of a piano. In one ad, light falls on a keyboard, which resembles a road receding into the distance. Copy reads, “A Steinway takes you places you’ve never been.”
New York Life Benefit Services is a largely autonomous unit of New York Life, which uses Berlin Cameron & Partners, New York, as lead agency on its $28 million account.