Northwestern Mutual Launches ‘The Great Realization’ Marketing Campaign

Sales and marketing executives at Northwestern Mutual believe that this is a time when many Americans want to do all the fun or important things they put off during the COVID-19 pandemic.

The Milwaukee-based life insurance and financial services company has launched an advertising company campaign with the title “The Great Realization,” based on the premise that consumers are setting priorities — and deciding whether they can afford to pursue their dreams.

The campaign includes three TV ads, online ads and social media posts.

Tim Gerend, the chief distribution officer at Northwestern Mutual, said the pandemic “drove a collective awakening that’s motivating people to live more right now.”