A Financial Planning Coalition

In response to a looming financial crisis, the insurance industry created a consumer education group comprised of 24 blue-chip insurance firms with a mission to promote retirement planning. The coalition was call The Alliance for Lifetime Income with the goal to raise awareness, change consumer perceptions and move consumers to begin a conversation with their financial advisor.

The creative needs began with naming the coalition, branding it from logo, tagline and visual look and feel, to marketing it across all channels. The 5 year existence offered many unique creative productions from broadcast tv spots, to websites, to editorial content, to performance media to event marketing and brand partnerships.