Brighthouse Financial: Building a new marketing machine

Brighthouse Financial, a life insurance company, built a new marketing machine to launch its brand in the US in a slow-moving category dominated by long-standing competitors.

Campaign details

Brand: Brighthouse FinancialAdvertiser: Brighthouse FinancialEntrant: BBH New YorkPrincipal author(s): Philip Shipley, BBHContributing author(s): Amethyst Vargas and Zach Matthews, Brighthouse Financial, Andy Cohen and Guy Powell, ProRelevant Marketing Solutions

Executive summary

This is the story of how we built a new marketing machine from scratch, that launched a brand that stood on its own two feet in a slow-moving category dominated by long-standing competitors.

We found a different model for marketing borne out of a clear-sighted understanding of what our two audiences needed. When speaking to an oft-neglected group of...

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