TATHAM'S HALF CENTURY;A COMMEMORATIVE;IN FINANCIAL SERVICES, NOTHING IS PRESUMED;HEAVYING UP ON RESEARCH, AGENCY CLEARS KEMPER'S CREATIVE HURDLE

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John Peters

Senior exec VP,

Zurich Kemper Investments

Tatham understands our market-the financial services area-yet they don't presume. By that I mean they don't take anything for granted.

When we first started working with them, about four years ago, the agency insisted on doing some research, which turned out to be very valuable.

PSYCHOGRAPHIC ANALYSIS

We started by doing some benchmarking, and then some detailed motivational analysis of financial services clients.

We were very impressed with that research, in terms of image and psychographic issues. After we came to understand our brand and our market, and how others were relating to that brand and that market, then we started working on advertising together.

BUTTONED-DOWN IMAGE

The financial services area is a challenge to any creative department. We have this buttoned-down image.

They've come up with some very creative ideas for ways to set us apart in the marketplace.

A good example is our recently introduced campaign called "Builders," which we launched in March. It's built around the recognition that many investors are moved by short-term results. The campaign is designed to get people to recognize it's more important to build a long-term plan, to build something over time rather than just chase immediate results. The campaign uses images of cave art, Egyptian tombs, etc., to pull together the notion that civilizations were built. "Building tomorrows today" is the themeline of the commercials.

MIRAGES ABOUND

In one ad, nomads wander the desert looking for an oasis, but usually they just find mirages-the way investors look for performance but often don't hang around long enough to achieve it.

Ultimately, someone finds water underneath where others were roaming around in desert. They find they can build an oasis.

That metaphor for the long-term investing story is very creative, and it's been a big hit.

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