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Northwestern Mutual Promotes Advisor Connections in New Ads

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Northwestern Mutual has rolled out new ads that sell the value of professional financial advice.

The Milwaukee-based insurer is using the ads to convey the idea that consumers should connect with an advisor to talk about the effects of the COVID-19 on their finances.


  • Web video versions of the new Northwestern Mutual ads are available here.
  • An article about how Northwestern Mutual sees consumers’ tolerance for investment risk is available here.

The company has started out by producing three ads in the Client Stories campaign. The ads are running on TV and on digital services. Northwestern Mutual is also running a version of the campaign on social media services.

The TV ads will begin airing in the second week of September, during the U.S. Open and the start of the NFL regular season.

The ads feature business and professional firm owners who talk about how the advice of their Northwestern Mutual advisors has helped keep them going during the pandemic.

In “Meet Melvin,” for example, Melvin Gonzalez says advice from his advisor saved his painting business.

Mrs. & Mr., an ad agency in New York, worked with Northwestern Mutual to create the campaign.

Lee Hurley, Northwestern Mutual’s chief marketing officer, said in a comment on the new campaign, included in the campaign announcement, that the company developed the ads in response to the “unprecedented stress and anxiety that millions of Americans are facing.”

“This new campaign showcases inspirational stories of resilience — told through the voice of our clients who are overcoming challenges brought on by the pandemic,” Hurley said. “It is through their experiences that people will see the vital role our advisors are playing in helping them protect their dreams and plan for the future.”

Northwestern Mutual is also working with Cheddar, TheSkimm and CNN’s Represented to support programming related to women’s rights. Those efforts will also highlight the power of the advisor-client relationship, the company said.

In addition, company advisors will be sharing pandemic-related advice on Northwestern Media’s social media channels.

Social media “influencers” supported by Northwestern Mutual will talk about how Northwestern Mutual advisors helped them with matters such as planning weddings and buying homes.

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