Lincoln Financial Group learns to put insights first

Stephen Whiteside

This event report reveals how Lincoln Financial Group has made its business more customer-centric by putting customer insights at the heart of its marketing.

Lincoln Financial Group learns to put insights first

Stephen WhitesideWarc

Financial-services advertising has long been associated with inscrutable terminology, baffling acronyms and lengthy screeds of small print – all of which reflects the industry's needs, but effectively neglects those of consumers.

Describing products "inside out" has been a traditional hallmark of campaigns in the category, Jamie DePeau, corporate cmo of insurance and advisory company Lincoln Financial Group, told delegates at the 2014 Chief Marketing Officer Leadership Forum: Spotlight on Financial Services, an event run by the Argyle Executive Forum. "And no consumer wants that."

DePeau continued, "One of the challenges that...

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