MassMutual breaks print campaign

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MassMutual Financial Group, Springfield, Mass., tomorrow debuts a $5 million national print campaign to reinforce its identity as a sophisticated provider of diversified financial services. The campaign, themed "I know who I am," speaks to upscale consumers who are knowledgeable about their finances, and underscores how MassMutual, with a wide range of sophisticated products, is ideally positioned to help such clients. Richard Avedon shot the portraits that appear in the first two ads. The first of seven executions created by Bozell, New York, kicks off tomorrow in The Wall Street Journal.

Copyright May 2000, Crain Communications Inc.

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