Guardian to Support Agents With Brand Advertising

Guardian Life Insurance Company of America — a company that has minimized direct advertising to consumers in the past — has launched a major campaign to make the case that protecting what you love with insurance is an act of love.

The 158-year-old New York-based company is not giving many details about the new campaign, but the company says it will be telling its story in key markets, through a “values-driven campaign” that will include digital ads, on-street ads, posters in transit systems, and broadcast advertising.

(Related: Guardian Starts Moving 300 Workers to Old Bell Labs Site)

Part of Guardian’s message is, “Everyone Deserves a Guardian.”

The company has also introduced a new logo: a lowercase ‘G’ written partly in green and partly in blue.

Deanna Mulligan, Guardian’s president, said in a statement that the company has always stuck to its founding principles.

“We believe this is the right moment in our history to emphatically state that core values matter,” Mulligan said.

Guardian says, for example, that it believes it has demonstrated its commitment to customers by keeping permanent policies in force past the age of 100, even though a standard policy provision lets it cancel the coverage at age 100.

The company says it also demonstrated that commitment shortly before Hurricane Florence hit, by calling customers collecting disability benefits to make sure that they were safe and make sure that they would continue to get their disability benefits, even if the storm displaced them.