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Monday, March 19, 2007

Fresh Inspiration

News summary by MFWire's editors

MassMutual Financial Group is taking an active approach to getting consumers, a new advertising campaign. Christened "Front of the Mind," the campaign centrs around examples of problems consumers may have and how MassMutual can lift them beyond them to the next step. The message that MassMutal wants to shout from the rooftops is "tell us your needs, tell us your goals and we'll help you get there". How Sweet. -ed.

MassMutual Financial Group today announced the launch of an innovative new advertising campaign, "Front of the Mind," that helps consumers move beyond just thinking about their financial future and actually taking action to begin meeting their financial goals.

"Most people fully understand the importance of preparing for the future, but many tend to run into barriers to actually doing something about their life insurance or retirement needs," said Trish Robinson, senior vice president, Strategic Communications and Community Responsibility, MassMutual. "MassMutual - through our highly-trained, knowledgeable financial professionals and dedicated employees - is committed to simplifying the process by removing those barriers and helping people take steps to a secure financial future. We feel this campaign inspires people to take that step in a fresh way that is completely different and helps us stand apart from the crowd."

The campaign, created by Mullen of Wenham, Mass. and set to debut March 17, consists of four television commercials as well as a consumer and trade- oriented print and online campaign.

The campaign demonstrates the company's understanding of the real, practical issues consumers face when it comes to life insurance and retirement, and positions MassMutual as the company that helps consumers take the steps that are right for them.

The television commercials, which will run during high profile national sports events, national prime time and early morning slots, as well as on national cable and online, take viewers on a whimsical journey through the average person's mind. Each journey is about the thoughts that may occupy the back and the front of the mind, like "I'm hungry" or "World travel," and shows how MassMutual can help people move life insurance and retirement to the front of the mind, often much to the surprise of the other thoughts. In each of the four spots MassMutual provides practical examples of how it can help people take the next step that's right for them, closing with its new tagline, "We'll help you get there(SM)."

"These ads do not try to scare people into action or entice them with visions of yachts, vineyards and vintage sports cars. Most consumers actually resent scare tactics and they simply don't believe the fantasies," said Edward Boches, chief creative officer, Mullen. "This campaign is based on the simple fact that people generally know they need to financially prepare for their future and MassMutual can help them realize the difference between thinking about it and doing something about it."

The campaign's six consumer print ads, which will begin appearing in national magazines and newspapers-including The Wall Street Journal, Fortune, Money, Newsweek, Cookie, Martha Stewart Living, Working Mother and National Geographic-build on the same theme as the television ads by featuring illustrations of people representing retirement and life insurance priorities overcoming barriers to move to the front of the mind. Each ad encourages consumers to visit www.MassMutual.com/GetThere to help realize the difference between thinking about their life insurance or retirement needs and actually getting there.

"MassMutual is essentially making a strong, resonant statement to our customers: tell us your needs, tell us your goals. We'll help you get there," added Robinson.

About MassMutual

MassMutual Financial Group is the fleet name for Massachusetts Mutual Life Insurance Company (MassMutual) and its affiliates, with more than $450 billion in assets under management at year-end 2006. Assets under management include assets and certain external investment funds managed by MassMutual's subsidiaries.

Founded in 1851, MassMutual is a mutually owned financial protection, accumulation and income management company headquartered in Springfield, Mass. MassMutual's major affiliates include: OppenheimerFunds, Inc.; Babson Capital Management LLC; Baring Asset Management Limited; Cornerstone Real Estate Advisers LLC; MML Investors Services, Inc., MassMutual International LLC and The MassMutual Trust Company, FSB. MassMutual is on the Internet at www.massmutual.com.

About Mullen

Mullen is a full-service agency and an independent brand within the Interpublic Group of Companies. Mullen's client portfolio includes General Motors, XM Satellite Radio, Four Seasons Hotels and Resorts, Stride Rite Children's Group, Royal Ahold, Turner Broadcasting System, LendingTree, Match.com, Ask.com, Gifts.com, T.J. Maxx, Highmark Blue Cross Blue Shield, Sealy, The Stanley Works, Wachovia, Sprint-EMBARQ(TM), MassMutual, Panera Bread and Orbitz. Headquartered in Wenham, Mass., the agency operates offices in Winston-Salem, N.C., Detroit, Mich. and Pittsburgh, Penn. For more on Mullen, visit www.mullen.com.

First Call Analyst: FCMN Contact: jlacey@massmutual.com

Source: MassMutual Financial Group  

Edited by: Erin Kello

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