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Met Campaign Aims At Repositioning

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Lauren Mascitelli, Metropolitan Life Insurance Company senior vice president of e-business, advertising and communications, says the insurer’s “Have you met life today” campaign is a repositioning meant to focus on total financial freedom, not just financial security.

“We are focusing on the Life in MetLife to mean more than life insurance,” she explains.

According to Mascitelli, the brand repositioning reflects externally some transforming recent events within the company, the most prominent of which was Met’s going public last year after a 132-year history as a mutual life insurer.

In addition, the company has adopted a new corporate vision, “to build financial freedom for everyone,” which expresses its movement to full financial services and products.

Finally, she says, Met has been implementing since 1999 a performance management system geared to help it grow a high-performance culture and align individual performance with the company’s business objectives.

The convergence of these circumstances, says Mascitelli, created an “inflection point” that largely informed the new branding campaign.

MetLife developed the brand repositioning strategy, which retains the familiar “Snoopy” icon, in collaboration with BrightHouse, an Atlanta-based ideation company.

Reproduced from National Underwriter Life & Health/Financial Services Edition, June 11, 2001. Copyright 2001 by The National Underwriter Company in the serial publication. All rights reserved.Copyright in this article as an independent work may be held by the author.

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