MassMutual

Jennifer Halloran, Head of Marketing & Brand
Kristin Lane, Head of Customer Activation & Engagement
Spencer Deadrick, Head of Creative
Christa Perry, Brand Marketing Director
Bailey Kolligian, Director of Integrated Marketing
Marie Kelly, Communications Planning Consultant
Kaitlyn Swierzewski, Brand Advertising & Sponsorships Manager
Will Uronis, Creative Director
Larry Fahey, Creative Director
Alex Silberman, Head of Growth, Search, and Social

Grey NY *Lead Agency

Suzanne Ayello, EVP, Global Account Director
Joe Mongognia, Executive Creative Director
Kevin Gentile, Creative Director/Art Director
Mike Abell, Creative Director/Copywriter
Tony Lederer, Executive Strategy Director
John Patroulis, Global Creative Chairman and President
Justine Armour, Chief Creative Officer
Debby Reiner, President, Global Clients & Business Leadership
Jonathan Lee, North American Chief Strategy Officer Global Chief Data Officer
Daniel Avon, Director, Data Strategy
Jhanell Biggs, Senior Planner
Brett Harris, VP, Account Director
Charlotte Jenkins, Account Executive
Leslie Stella, Associate Project Director
Kenny Gold, Executive Director of Social Media
Cara Resnick, Art Director
Julia Scoper, Junior Copywriter
Diane Holliday, Junior Art Director

Giant Spoon

Anthony Pedalino, VP, Media
Julia Weiss, Media Director
Mitch Kapler, Group Account Director
Rachael Fogel, Account Director
Meghan Lynch, Sr Media Strategist

Townhouse

Kevin Grover , VP, Integrated Producer
James McPherson, Chief Production Officer
Bruce McDonald, VP, Executive Producer
Ryan Carr, Assistant Producer
Stephen Bernstein, SVP Head of Business Affairs
Winona Schulterbrandt, Business Manager
Natasha Howell, VP Head of Talent

While finances are an extremely uncomfortable topic for Americans, financial services companies for too long have glossed over this fact in their communications. We sought to address conversations around college planning, retirement, and disability income insurance in an empathetic and humorous way to get Americans more comfortable taking them on. As a result of our campaign, we increased brand health metrics, leads, and drove the association that MassMutual helps Americans feel like there are actions they can take to protect their financial futures despite financial topics being uncomfortable.