Conseco, Inc.: Protect/Create Wealth campaign

Although Conseco, Inc., an insurance and financial services company, had become large and successful through acquisitions, it had little name recognition even among agents working for its various units.

Conseco, Inc.: Protect/Create Wealth campaign

Debbi Mack

OVERVIEW

Although Conseco, Inc., an insurance and financial services company, had become large and successful through acquisitions, it had little name recognition even among agents working for its various units. In order to establish the Conseco name as a brand, the company hired the advertising agency Fallon McElligott, Inc. to develop a print campaign to run in trade publications, followed by a $15 million television campaign, "Protect/Create Wealth," targeted toward consumers with household incomes between $25,000 and $75,000 per year. The consumer campaign, Conseco's first-ever on television, began running in February 1998 on...

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