Case Study for Agency
03-1013516-841

Lincoln Financial Group

Situation
Lincoln has long been a significant force in the financial services
category, ranking 38th on the Fortune 500 list in terms of assets.

Facing the turmoil of the late 90’s in the financial services market,
Lincoln hired us to put a face on the company and build its brand
alongside giant competitors like Merrill Lynch, Prudential and
Fidelity.

Marketing Strategy
Position Lincoln Financial Group as a brand that delivers “Clear
Solutions in a Complex World.” Creative established a unique brand
voice that resonated with business audiences (agents, planners,
analysts, institutional investors) and with Lincoln's super affluent
customers.

Solution
The campaign was carried out in a unique, two-tiered media approach.
First, we developed a very focused national print and TV campaign aimed
at the affluent lifestyle. Secondly, our media planning staff added
high-profile media partnerships, local events and an aggressive
Internet site development and advertising program.

To get maximum impact, M|W media negotiated unique, multi-platform
media sponsorships like:
~ ESPN SportsCentury,
~ CNBC Student Stock Tournament, and
~ ESPN2 America’s Cup Sponsorship.

The jewel in Lincoln’s crown is the ABC Lincoln Financial Group Battle
at Bighorn Sponsorship, featuring Tiger Woods. The Battle at Bighorn
has become a regular destination/entertainment event hosting more than
150 top clients, prospects, and management each year.

Results
Brand awareness and positive shifts in brand attributes have grown
considerably since the late 90’s, despite Lincoln being significantly
outspent in the financial services category.

L.L. Bean

Situation
L.L. Bean, in Freeport, Maine, is one of America’s most successful and
sophisticated catalog direct marketers in the world. Over the years as
L.L. Bean’s business grew and diversified in its offerings, it began to
feel the impact of increased competition.

The L.L. Bean brand was losing relevance and was less and less
distinctive from other outdoor brands and catalogers. More people were
coming to the brand, but without any knowledge of its rich history.
There was alarmingly low awareness of core Bean brand equities such as
unlimited lifetime guarantee, broad apparel and gear assortment,
outdoor heritage and a rich 90-year history in Maine. In short, the
“rough edges” that had made L.L. Bean distinct had been sanded smooth.

Solution
We had one goal – to enhance the L.L. Bean brand and strengthen its
position in a marketplace filled with “outdoor” brands. The goal,
however, could not be achieved at the expense of growing the L.L. Bean
business in its catalog, online sales and retail channel.

Our recommendation was to restore the brand’s equity by focusing on the
authentic truths of the brand – from its unique way of running a family
business, to its genuine outdoor heritage and trusting relationship
with customers.

Our work has rediscovered the brand’s warm, uncomplicated and original
personality as the vehicle for illuminating the truths of the brand.
Using print, TV, online and outdoor as both brand-builders and traffic
drivers, the campaign begins to define L.L. Bean beyond just a catalog
company, to more of an authentic outdoor retailer.

Results
The campaign was a 2001 finalist for the Magazine Publishers
Association “Kelly Award,” recognizing the best print campaign of the
year.