Lincoln Financial Group to Break Thanksgiving-Themed Campaign

B-to-C and B-to-B Effort Is Extension of 'Chief Life Officer' Campaign

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Lincoln Financial Group will break a b-to-c and b-to-b campaign Nov. 10 called "Give Thanks," which is timed to coincide with Thanksgiving and the holidays.

The integrated campaign, created by Gyro, New York, includes TV, radio, print and online ads. The budget was undisclosed.

"Give Thanks" is an extension of Lincoln's "You're In Charge/Chief Life Officer" campaign, which was launched in November 2011 during a broadcast of the "Macy's Thanksgiving Day Parade." The campaign was also created by Gyro.

"The overall campaign is designed to build awareness, familiarity and engagement with Lincoln Financial," said Jamie DePeau, corporate chief marketing officer at Lincoln Financial Group.

"Thanksgiving is a perfect time to create an emotional connection with our audiences," she said. "There is great alignment between being the 'boss' of your own life and pausing for a moment to give thanks to the people who have helped you become a 'chief life officer.'"

The "You're in Charge/Chief Life Officer" campaign shows how Lincoln Financial Group offers financial services to help consumers and businesses be in charge of their lives and finances.

Lincoln offers financial services including life insurance, group benefits, retirement planning and financial advisory services.

Last week, Lincoln Financial Group reported record operating revenue of $3.4 billion for the third quarter, up 9% over the same period last year.

"This holiday effort is a natural evolution of Lincoln Financial's 'You're in Charge' campaign platform," said Paul Hackett, creative director at Gyro.

"It's very hard to achieve success in life without the help of others. The goal of this campaign was to give credit to the people who helped make us who we are today. And there's no better time than Thanksgiving to say thanks to the people that mean the most to us."

In addition to running during the "Macy's Thanksgiving Day Parade" broadcast on NBC, the TV spot will run on NBC's "Today Show," CBS's "60 Minutes," and cable networks including DIY, Food Network and HGTV.

Print and online ads will run in publications including Investment News, USA Today and The Wall Street Journal.

The campaign also includes a "Man on the Street" online video, in which Americans talk about who they are thankful for.

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