Lincoln Financial Group

You're in Charge/Chief Life Officer

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Create a new brand platform for Lincoln Financial that gives employees something to believe in, creates a stronger sense of brand identity, creates buzz in the market place and rightfully puts Lincoln Financial among the top tier financial and insurance firms in the country.


Reposition Lincoln Financial as an open, confident, modern brand; clear on its role in people's lives. One hundred six years of experience means Lincoln will not just see people as demographics, or conform to the clich├ęs, prejudices and constrictions of other financial service firms. Lincoln Financial will be the brand completely committed to emancipating people and putting them in charge of their money and their future.

Making it Relevant

We used the You're in Charge/Chief Life Officer campaign to bring to life the idea that people are their own Chief Life Officers in charge of everything from vacations to college tuition, from home renovations to retirement.

Chief Life Officers protect their families and loved ones, while securing their futures. The campaign creative illustrates all the "Chief Life Officer" moments in life, speaking to both consumers and financial professionals no matter who they are, or what stage of life they're in.