Met Life launches print campaign from Y&R

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Metropolitan Life Insurance Co., New York, launched a print campaign Sept. 29 to promote the investment products and services of MetLife Financial Services. The effort from Y&R Advertising will run in books including Forbes, Money, Newsweek and Time. MetLife also plans to launch a new flight of TV spots this fall for the investments subsidiary. Budget wasn't disclosed, but MetLife spent $14.4 million on advertising during the first half of 1999, according to Competitive Media Reporting. "We're driving home the point that good financial solutions require two things: a broad array of strong products and a professional financial services representative to help customers use those products intelligently," said Kernan King, senior VP-president of MetLife Financial Services.

Copyright September 1999, Crain Communications Inc.

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