Multi-Channel Marketing Campaign Highlights
Commitment to Serving and Hiring Women
NEW YORK, March 31, 2022 /PRNewswire/ -- Massachusetts
Mutual Life Insurance Company (MassMutual) this week launches a
multi-channel marketing effort to raise awareness of and fight
media myths that women are "bad with money."
The centerpiece of the integrated effort is a print campaign
from Grey New York debuting in the Washington Post. Please see ad.
Media planning and partnerships were managed by Giant
Spoon.
The first ad in the series delivers the provocative fact that
"65% of financial articles targeted at women define them as
excessive spenders." *It drives home the point, "If we can change
the way media writes about women and finance, we can change the way
people think about women and finance."
"For too long, women have been misrepresented in the financial
media," said Jennifer Halloran,
MassMutual Head of Marketing & Brand. " We want to balance the
scales, encourage more accurate press portrayals, tell the truth
about women's financial savviness and how to best serve their
needs."
In addition to print, social media and public relations,
MassMutual will place monthly oped columns in the media throughout
the year. Jennifer Halloran's
article, Fighting the media myths that women are "bad with
money" recently appeared in the Washington Post.
(Link)
Importantly, MassMutual will underscore their commitment to
recruiting and supporting the growth of female financial advisors
who have historically been underrepresented in the industry. The
company currently employs 1,400 female financial advisors attuned
to women's investment needs.
MassMutual is a member and supporter of SeeHer, an organization
whose mission is to drive accurate portrayals of women across the
media spectrum.
The effort reflects MassMutual's master brand platform. Their
mission is to use their expertise to help people navigate
"Uncomfortable Truths" behind financial planning. Help people
prepare for the unexpected by securing their financial futures and
protect the ones they love.
Last month, MassMutual teamed up with Hollywood legend, Billy Dee Williams, to encourage Black families
to build generational wealth and have the "money talk."
(Link)
*Stat based on a study of 100+ articles published in women's
magazines from Why we need to #MAKEMONEYEQUAL, Starling Bank
About MassMutual
MassMutual is a leading mutual life insurance company that is
run for the benefit of its members and participating policy owners.
Founded in 1851, the company has been continually guided by one
consistent purpose: we help people secure their future and protect
the ones they love. With a focus on delivering long-term value,
MassMutual offers a wide range of protection, accumulation, wealth
management, and retirement products and services. For more
information, visit www.massmutual.com.
About Grey
Grey, the global communications network, is part of AKQA Group.
Its parent company is WPP (NYSE: WPP). Under the banner of "Grey
Famously Effective" the agency serves a blue-chip roster of many of
the world's best-known companies: Procter & Gamble,
Google, Volvo, Amazon, GlaxoSmithKline, Kellogg's, Netflix, the
NBA, Pfizer, YouTube, Canon, Nestlé and Applebee's. In recent
years, Grey has been named ADWEEK'S "Global Agency of the
Year" twice; ADVERTISING AGE's "Agency of the Year" and CAMPAIGN
magazine's "Global Network of the Year" in recognition of its
creative and business performance.
Contact: Owen
Dougherty
Owen.dougherty@grey.com
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SOURCE Grey