Thrivent Switches to Olson From Campbell Mithun

CHICAGO Thrivent Financial for Lutherans has moved its estimated $8-10 million account to independent agency Olson after a review, according to the shop.

“Our business is built on building brand communications,” said John Olson, president of the Minneapolis agency. “We look for brands that want to have a sense of belonging to them. For most of them, it’s something of a stretch. But with this one it’s built right into the name.”

Interpublic Group’s Campbell Mithun in Minneapolis had previously handled the business. The shop did defend the business, according to sources. Other contenders were not disclosed.

Thrivent Financial for Lutherans is a Fortune 500 financial services organization with more than 3 million members. TFL was formed in 2001 when two organizations—Aid for Lutherans and Lutheran Brotherhood—merged into one company. According to its Web site, its mission is to “improve the quality of life of its members, their families, and their communities by providing unparalleled solutions that focus on financial security, wellness and caring for others.” TFL’s advertising tagline: “Where values thrive.”

The Minneapolis organization’s name and mission present a challenge for the agency, Olson said. “We’re going to help people see this brand in a new way,” he said. “We’re going to dial up the financial expertise [component] and help people understand it’s a sophisticated company with Wall Street savvy.”

Some of the techniques used to accomplish that goal will include grass-roots marketing and Internet-based work, Olson said.

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