MassMutual Launches New Advertising Campaign, Highlighting the Importance of 'Good Decisions'

SPRINGFIELD, Mass., Aug. 28 /PRNewswire/ -- Massachusetts Mutual Life Insurance Company (MassMutual) today announced the launch of "Good Decisions" the next evolution in the company's brand marketing campaign that supports consumers' desire to feel confident in the decisions they've made and are about to make regarding their personal finances, regardless of where they are on the spectrum of life and finances.

"At a time when consumers are faced with complex decisions every day, the notion of feeling confident about your choices has significant relevance," says John W. Chandler, Senior Vice President and Chief Marketing Officer for MassMutual U.S. Insurance Group. "The 'Good Decisions' platform speaks to consumers in very meaningful and tangible ways as they make the choices that will impact their financial future. With our financial strength, broad range of quality products, mutual form of ownership that puts clients' needs first, and strong network of financial professionals, MassMutual is well equipped to help our clients make good decisions."

The fully integrated campaign, created by Mullen of Wenham, Mass., spans a host of communications channels, including consumer and trade print executions, broadcast, online, collateral materials and direct marketing materials. There is also particular emphasis on providing localized advertising support for MassMutual financial professionals across the U.S. The campaign directly supports the value proposition of MassMutual and its major business lines, such as the company's U.S. Insurance Group and its core product, whole life insurance, and its Retirement Services and Retirement Income businesses.

The campaign is an extension of the company's core position and tagline -- "We'll help you get there(sm)" -- that underscores the company's understanding of the real, practical issues consumers face when it comes to life insurance and retirement, and positions MassMutual as the company that helps consumers take the steps that are right for them.

Creative executions pose the philosophical and practical question: "What is the sign of a good decision?" The decisions captured in the executions are all real, almost everyday scenarios, like cutting short a fishing excursion to head for safe harbor at the first sign of a storm. Like real life financial decisions, the scenarios depicted all have consequences that can affect people beyond just the decision-maker. The campaign illustrates the value and confidence that come with making sound decisions for individuals and families, small business owners or plan managers at major corporations.

The campaign will run in a variety of print, broadcast and online properties, including, Fortune, Forbes, The New Yorker, More, Inc., Time and Money, as well as on CNN, FoxNews, CNBC and MSNBC cable networks, and online via economist.com, aol.com, and cnnmoney.com. In addition, the ads are currently running during the US Open Tennis Tournament on CBS.

"As an industry leader for more than 150 years, MassMutual has built our business on the strength of sound decision-making. Regardless of where our clients stand on the planning spectrum, we want them to understand and share that sense of confidence when they choose MassMutual," says Chandler.

About MassMutual

MassMutual Financial Group is a marketing name for Massachusetts Mutual Life Insurance Company (MassMutual) and its affiliated companies and sales representatives. MassMutual and its subsidiaries had more than $500 billion in assets under management at year-end 2007. Assets under management include assets and certain external investment funds managed by MassMutual's subsidiaries.

Founded in 1851, MassMutual is a mutually owned financial protection, accumulation and income management company headquartered in Springfield, Mass. MassMutual's major affiliates include: OppenheimerFunds, Inc.; Babson Capital Management LLC; Baring Asset Management Limited; Cornerstone Real Estate Advisers LLC; MML Investors Services, Inc., member FINRA and SIPC (www.finra.org and www.sipc.org); MassMutual International LLC and The MassMutual Trust Company, FSB. MassMutual is on the Internet at http://www.massmutual.com.

About Mullen

Mullen is a full-service agency and an independent brand within the Interpublic Group of Companies. Mullen's client portfolio includes General Motors, XM Satellite Radio, Four Seasons Hotels and Resorts, Stride Rite Children's Group, Royal Ahold, Turner Broadcasting System, LendingTree, Match.com, Ask.com, Gifts.com, T.J. Maxx, Highmark Blue Cross Blue Shield, Sealy, The Stanley Works, Wachovia, Sprint-EMBARQ(TM), MassMutual, Panera Bread and Orbitz. Headquartered in Wenham, Mass., the agency operates offices in Winston-Salem, N.C., Detroit, Mich. and Pittsburgh, Penn. For more on Mullen, visit http://www.mullen.com.

    MEDIA CONTACTS:
    Mark Cybulski (MassMutual)
    413-744-5427

    Angela Giovanello
    (Mullen for MassMutual)
    978-468-8951