Annuity.com, the leading online network for purchasing annuities, has launched a new advertising campaign created and produced by award-winning direct response ad agency Karlin+Pimsler. nnThe new creative, entitled “Safe Man,” follows a man holding a safe representing the fixed sum of money paid to someone each year, typically for the rest of their life, when they purchase an annuity. The “Safe Man” is everywhere the baby boomers are—from a golf course, to a hotel, to the grocery store, to playing with their grandkids—always demonstrating to the consumer that their money is safe and protected with an annuity.nn
nn”We hired Karlin+Pimsler based on their 20-plus years of creating award-winning and results-driven advertising,” said Kevin Dufficy, Managing Director, Annuity.com. “Karlin+Pimsler is known for building brands that build a company’s value and they are a both a strategic and creative partner of Annuity.com.”nn"Our strategy with the “Safe Man” campaign was simple – we wanted to share Annuity.com’s story and highlight the value of purchasing an annuity in a smart, fun and memorable manner," said Mal Karlin President and Chief Creative Officer of Karlin+Pimsler. "Throughout this campaign, we get the chance to tell the stories of baby boomers active lives while also shining a spotlight on the benefits of annuities.”nnMost boomers don’t understand what an annuity is, or the value of it,” continued Dufficy. “But Karlin+Pimsler’s ability to communicate the message in an easy-to-understand story is the key to our marketing strategy. Their visual representation of the safety of annuities is unforgettable and right on target for our brand.”nnKarlin+Pimsler won the Annuity.com account, building on a string of new business wins in 2012 including Smart Living Company, Valley Trust and Enova Financial Services. nnThe new Annuity.com campaign launches on January 7, 2013 on a variety of cable networks and syndicated TV targeting the boomer generation who have, or are about to, retire and, according the U.S. Census, control 67% of the country’s wealth. nnKarlin+Pimsler, was started in 1995 by Mal Karlin and Steve Pimsler, after many years working together as Executive Creative Directors at Draft Worldwide (now DraftFCB). Based in New York, Karlin+Pimsler was launched with the prestigious British Airways direct marketing creative account for North America and recent campaigns include Consumer Cellular, J.G. Wentworth, SunSetter, 180 Medical, ChildFund International, Joint Council for Credit Education, Church of the Nativity in Bethlehem, and eDiets. They specialize in smart, cutting-edge direct response creative and their company credo is Sales Over Night, Brand Over Time™.nnAbout Karlin+PimslernKarlin+Pimsler, Inc. is an advertising creative boutique that specializes in developing transformational Direct Response TV (DRTV) commercials that build category brand dominance while simultaneously generating profitable, prolific and measureable results. Occupying a truly unique place in the world of advertising, Karlin+Pimsler’s DRTV advertising has helped clients establish, promote and protect brand image while generating maximum response for sales and leads. With extensive experience in the worlds of general advertising and direct marketing, working for some of the biggest ad agencies in the world, both Mal Karlin and Steve Pimsler have been honored with numerous creative awards and are credited for creating some of the most successful, category-busting DRTV campaigns for a variety of different clients including SunSetter Awnings, 180 Medical, J.G. Wentworth, ChildFund International, Timeshares Only, eDiets and Suncom Wireless. For more information, go www.karlinpimsler.com. nnAbout Annuity.comnAnnuity.com is a leading online destination for annuities and other financial products, having provided unbiased information to consumers since 1996. Combining a focus on educating investors through objective, relevant content with the goal of helping them determine how annuities can fit into their investment or retirement portfolios, Annuity.com has developed a strong and unique brand in the financial services sector. The Company has developed a proprietary marketing and lead platform for insurance agents and financial advisors, using digital marketing, contextual advertising, search marketing, email marketing, radio and television broadcasting. For more information about Annuity.com, go to www.annuity.com.
Contact:
Mal Karlin President and Chief Creative Officer 115 East 30th Street New York, NY 10016 tel: (212) 779-3375
Contact:Media: Lauren de la Fuente Pearl Street Marketing Contact Lauren via email 310.283.8488
SPW Category:Advertising Agency News
The Light and BIEN Form Creative & Strategic Alliance
Becky Morrison from The Light & Ricardo Roberts from BIEN.
Production company The Light and motion design studio BIEN have forged a strategic alliance that nurtures inclusivity and sustainability throughout the life cycle of every project.
The Light Founder/CEO Becky Morrison and BIEN Co-Founder Ricardo Roberts were first introduced by a mutual client who recognized their parallel ethos. Both Morrison and Roberts are advocates for industry change, and have built successful companies that demonstrate the benefits of human-centered and sustainable production in live action and motion design, respectively.
“I admire the thoughtfulness, specificity, and artistry with which BIEN produces animation and design and their attention to representing the full spectrum of humanity,” notes Morrison. “Their work behind the scenes to foster a diverse creative community is equally impressive. It feels like the perfect moment to partner with another mission-driven company who cares so deeply about creative excellence and social change.”
“I immediately hit it off with Becky and love that she has so many ideas that are tactical, scalable and make a powerful difference,” adds Roberts. “She challenges the status quo while producing beautiful, world-class content. With this partnership, we can better serve our clients and carry our mission forward together.”
The Light is a production company guided by the principle that an emotionally healthy environment is paramount for creativity and high performance. From its inception in 2014, The Light has centered under-represented talent, with equity and sustainability as key pillars to delivering creative projects for... Read More
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