The new Securian ad and branding effort. is...

1. Led by Ann Pilon McGarry, Securian's vice president of enterprise marketing and branding.

2. Changing the company's logo.

3. Putting the company's ads on national television channels. (Image: Securian/YouTube)

Securian Financial is launching a series of national television commercials Wednesday.

The St. Paul, Minnesota-based company wants to convey the idea that “Every Moment Counts.”

The company is running commercials on national broadcast and cable television channels throughout the country.

Securian is also updating its logo and sponsoring the Major League Baseball teams in Chicago, Denver, Houston and Minneapolis-St. Paul, and it will be running its ads more often in those four markets

(Related: Ameriprise Continues ‘Be Brilliant’ Campaign)

Ann Pilon McGarry, Securian’s vice president of enterprise marketing and branding, says in a statement about the campaign that the company found, through research, that its target customers make investing time, money and emotional energy in family a priority.

Securian wants its new logo and its new commercials to convey the idea that Securian champions the rewards of putting family first, McGarry says.

Securian also wants to convey the idea that its insurance, investment and retirement solutions give customers confidence, so that customers “can be present for the little and big family moments that matter,” the company says.

Little & Company of Minneapolis helped Securian develop the new brand and the advertising campaign.

Roundpeg Consulting of Minneapolis helped with brand strategy development and consumer analysis.

Kelly Scott Madison of Chicago is handling media planning and buying, and promotional marketing and sponsorships.

— Read Brighthouse Financial Unveils First Major TV Commercials on ThinkAdvisor.

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