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Principal: Make Planning Part Of DNA

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Principal Financial Group Inc. is starting an America Rebuilds advertising campaign that will make heavy use of the Web as well as sponsorships and print, broadcast and cable advertising.

Principal, Des Moines, Iowa (NYSE:PFG), says it will be running ads about rebuilding America by Americans “making planning, saving and investing part of their DNA” in traditional national print publications, local business journals and trade publications.

Principal also will run ads on broadcast and cable television, and it will sponsor NCAA basketball and football games.

Principal is setting up a campaign website at, and the company will drive traffic to that site by working closely with Time Warner Inc., New York. Principal will be the “category exclusive sponsor” of the CNN Building Up America series.

Jean Chatzky will appear in Web video interviews featuring consumers and business owners who are rebuilding their financial lives.

The website will provide videos, financial calculators, financial tips and help with finding financial professionals.


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