Eight out of 10 Adults Say Financial Security Is Key to Achieving Life’s Goals, & Lincoln Financial Group’s New Advertisi...
May 17 2021 - 9:00AM
Business Wire
Company’s Latest Creative Shows
Consumers’ Feelings of Freedom and the Ability to Live Life to the
Fullest When They are Financially Secure
Americans recognize the value of financial security, but many
are still on a journey to achieve it. In fact, while eight out of
10 adults say they cannot achieve their life’s goals without
financial security, only two out of five U.S. adults say they
currently feel financially secure — despite it being a priority to
87% of them, according to a new Lincoln Financial Group (NYSE:LNC)
and CivicScience survey. As people strive to avoid debt and add to
their savings, Lincoln Financial launched its new advertising
campaign today entitled “This is Financial Security,” which
celebrates powerful moments where consumers exemplify feelings of
freedom and their ability to live life to the fullest.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20210517005338/en/
“While everyone has their own unique definition of financial
security, we want to inspire Americans to think about how it can
enable them to realize their dreams, both now and in the future,”
said Jamie Ohl, executive vice president, president, Workplace
Solutions, head of Operations and Brand, Lincoln Financial Group.
“This campaign helps share the stories that so many Americans are
living today, while reinforcing how our products and solutions can
help provide that feeling of financial security.”
The campaign features relevant stories that illustrate how
financial security can allow people to realize what matters most to
them, whether it is travel, gatherings with family and friends, or
a home renovation project — but also reinforcing these visions are
within reach. The ads are featured across multiple platforms
including television, social media, digital, podcasts, radio and
print. View the campaign introductory spot for “This is Financial
Security” here.
“When you have a strong financial foundation, you feel more
empowered to adventure beyond it,” said Angela Laubmeier, vice
president, head of Advertising and Sponsorships for Lincoln
Financial Group. “With this campaign, we are striving to encourage
people to boldly pursue their passions, regardless of their stage
of life.”
Lincoln Financial worked with its agency of record FCB New York
on the “This is Financial Security” campaign, which replaces
“Responsibility of Love.” FCB New York’s relationship with Lincoln
Financial began in 2015.
“The idea of achieving financial security hasn’t changed, but
exactly what it means to people has,” said Stu Mair, executive vice
president, executive creative director, FCB New York. “We wanted
this new campaign platform to capture and redefine financial
security with warmth and humanity, ultimately empowering people
with a feeling of freedom to pursue the things they’re most
passionate about.”
About the Financial Security Survey
The Financial Security Survey
was conducted by Lincoln Financial Group and CivicScience from
April 27, 2021 to May 3, 2021. Responses vary by question and range
from 2,020 - 2,145, weighted by U.S. Census.
About Lincoln Financial Group Lincoln Financial Group provides advice and
solutions that help people take charge of their financial lives
with confidence and optimism. Today, more than 17 million customers
trust our retirement, insurance and wealth protection expertise to
help address their lifestyle, savings and income goals, and guard
against long-term care expenses. Headquartered in Radnor,
Pennsylvania, Lincoln Financial Group is the marketing name for
Lincoln National Corporation (NYSE:LNC) and its affiliates. The
company had $311 billion in end-of-period account values as of
March 31, 2021. Lincoln Financial Group is a committed corporate
citizen included on major sustainability indices including the Dow
Jones Sustainability Index North America and FTSE4Good. Dedicated
to diversity and inclusion, we earned perfect 100 percent scores on
the Corporate Equality Index and the Disability Equality Index, and
rank among Forbes’ Best Large Employers and Best Employers for
Women, and Newsweek’s Most Responsible Companies. Learn more at:
www.LincolnFinancial.com. Follow us on Facebook,
Twitter,
LinkedIn, and Instagram. Sign up for email alerts at
http://newsroom.lfg.com.
About FCB FCB (Foote, Cone & Belding) is a global,
fully integrated communications agency with more than 8,000 people
in 80 countries and a heritage of creativity and success dating
from 1873. Based on a deeply developed understanding of diversified
local markets and global cultures, FCB focuses on creating “Never
Finished” campaign ideas for clients that reflect a deep
understanding of the brand’s past, a respect for the present and an
anticipation of the future potential. In recent years, FCB New York
has helped build creative ideas that serve as an economic
multiplier for some of the world’s most iconic brands, like AB
InBev, Canon, FDA’s “The Real Cost,” GSK, Lincoln Financial Group,
Spotify and Burger King — the latter of which garnered the agency
the industry’s two most coveted awards, the Cannes Lions Titanium
Grand Prix and the Grand Effie — and was named the world’s
most-awarded campaign of 2019 by WARC. FCB was recently named
Adweek’s 2020 Global Agency of the Year, to Ad Age’s A-List and
Best Places to Work, and the Cannes Lions North America Network of
the Year. FCB is part of the Interpublic Group of Companies (NYSE:
IPG). Learn more at www.FCBNorthAmerica.com and follow us on
Instagram (@FCBNewYork) and LinkedIn (@FCBNewYork).
LCN-3582568-050721
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version on businesswire.com: https://www.businesswire.com/news/home/20210517005338/en/
Lincoln Financial Group Holly Fair 484-583-1632
Holly.fair@lfg.com
FCB Alyssa Siegel Alyssa.Siegel@fcb.com 917-670-6514
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