Northwestern Launches National Ad Campaign

By Barry Higgins

January 21, 2004 at 07:00 PM

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NU Online News Service, Jan. 21, 2004, 1:08 p.m. EST – Northwestern Mutual Life Insurance Company, "The Quiet Company," has just launched a national ad campaign focused on getting people to talk to financial advisors.[@@]

The theme of the campaign is "It's time for a quiet conversation." Northwestern will be delivering the message through national television and radio spots, print ads and online ads.

The print ads feature 2 people — presumably a Northwestern representative and a client — having a conversation while a passerby takes note. "Isn't it time you had a quiet conversation of your own" is the subtitle. The goal of the advertisement is to motivate people to make an active effort to seek help with their personal finances from professional financial advisors.

The ads will be placed to reach an upscale clientele. Print advertising will appear in news, finance and lifestyle publications such as Barron's, Time, The New Yorker, Money and Bon Appetit, and several 30-second television spots will appear on network television during Sunday morning news programs on several major networks. Online advertising will show up on news and finance Web sites operated by organizations such as CBS Marketwatch, The New York Times and The Wall Street Journal.

"We see the ?Quiet Conversations' message as a way to address both what's important to our consumers and what's different about how our representatives do business," says Karen Rondinelli, Northwestern's director of brand management.

J. Walter Thompson, Chicago, produced the campaign for Northwestern. Thompson has handled the Milwaukee-based insurer's advertising for 55 years.

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