New York Life rolls out campaign focusing on retirement income

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New York Life Insurance Co. last week introduced an ad campaign called “Let's Give Americans Their Pensions Back.” The campaign is aimed at financial advisers, with the goal of demonstrating the need for every American to have a dependable source of guaranteed income in retirement.

“‘Let's Give Americans Their Pensions Back' encapsulates our belief in the practical wisdom of creating a guaranteed lifetime income stream for yourself,” said Chris Blunt, exec VP-retirement income security at New York Life.

“This is the first step in a multiyear campaign to remind financial advisers that New York Life and its subsidiaries have the solutions to replace the monthly income a pension once provided.”

Another goal of the campaign is to expand the financial community's awareness of New York Life beyond life insurance by introducing the company's full array of financial solutions, including retirement income, annuities and investments.

The campaign includes print and online ads. Taxi, New York, created the print ads, and Cooper Group, New York, created the online ads. The budget was undisclosed.

Print ads are running in such publications as Bank Investment Consultant, Financial Advisor, Financial Planning, Investment Advisor, Investment News, On Wall Street and Wealth Management Guide.

Online ads are running on websites including, and

The ads feature the headline “Let's give Americans their pensions back” along with New York Life's blue-box logo containing the words “Safe and secure.”

Copy reads: “For years, Americans have relied on their pensions to help them plan for their retirement.

Now that fewer of your clients are receiving traditional pensions, planning for a safe and secure financial future has never been more complex.”

The ads are running in conjunction with New York Life's ongoing corporate ad campaign, which has the tagline, “The company you keep.” That campaign is an integrated effort designed to help New York Life agents drive life insurance and annuity sales despite the struggling economy.

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