A large multinational insurer is about to launch a major effort to get the attention of American consumers.
Old Mutual US, Atlanta, an arm of Old Mutual P.L.C., London, will be using television commercials, radio commercials, Web ads and print ads to carry out the campaign starting over the Thanksgiving weekend.
Old Mutual also is buying space on a new, 18-panel, 4,000-square-foot sign in New York’s Times Square, according to Kilgannon Inc., Atlanta, the advertising agency that has designed the campaign.
The television campaign will present vignettes in which “Old Mutual” replaces another word or phrase.