Northwestern Mutual Life Insurance Company: Good Reasons campaign

Fallout from the savings and loan crisis, a recession in the American economy, and the collapse of the real estate market in 1991 hit the life insurance industry hard.

Northwestern Mutual Life Insurance Company: Good Reasons campaign

Allison I. Porter

Overview

Fallout from the savings and loan crisis, a recession in the American economy, and the collapse of the real estate market in 1991 hit the life insurance industry hard. Northwestern Mutual Life, known as the "Quiet Company," asked its advertising agency, J. Walter Thompson, to create a campaign that would restore the public's confidence in the industry and the company. The result was the "Good Reasons" campaign that ran in 1993. The agency described the campaign as using "family-oriented 'trigger' vignettes and the involving and confident music track...

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