Lincoln Financial Taps Gyro as Lead Sgency, Debuts New "Chief Life Officer" Campaign

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New ads aired on Thanksgiving Day, remind consumers “You’re in charge”

gyro, the global ideas shop, was recently named the agency of record for Lincoln Financial Group. Its first ads, as part of an aggressive $20 million effort, debuted on Thanksgiving day.

The campaign, entitled “You’re in Charge,” is the first new effort since 2007. The ads center around the fact that “people have complex lives that are not much different from big complex businesses,” said Lincoln Financial Corporate CMO Jamie DePeau, who recently joined the company from TIAA-CREF. “That’s why they are all Chief Life Officers.”

“While many other financial companies leverage fear or humor, we are embracing a positive message and reminding consumers that they are in control,” said Charles Armstrong, Vice President of Brand Management at Lincoln Financial. “Our research shows that the more people do take charge, the better they feel about where their lives are headed…Lincoln will listen to what you want to accomplish and help make it happen.”

Lincoln is making a substantial investment in the new effort via high profile media placements like the annual airing of The Today Show, the Macy’s Thanksgiving Day Parade, It’s a Wonderful Life, the Green Bay/Detroit NFL game and other key programming throughout the coming months. Print will support in key daily newspapers, including the Wall Street Journal as will radio and digital.

The campaign is the first on behalf of gyro New York. “People are skeptical about what financial institutions have to say,” said gyro ceo+cco Christoph Becker. “Lincoln Financial understands that the consumer wants to be in charge. This campaign beautifully reflects this vision and firmly ties into gyro’s mission of creating ideas that are humanly relevant.“

About Lincoln Financial
Lincoln Financial Group is the marketing name for Lincoln National Corporation (NYSE:LNC) and its affiliates. With headquarters in the Philadelphia region, the companies of Lincoln Financial Group had assets under management of $153 billion as of September 30, 2011. Through its affiliated companies, Lincoln Financial Group offers: annuities; life, group life, disability and dental insurance; 401(k) and 403(b) plans; savings plans; and comprehensive financial planning and advisory services. For more information, including a copy of our most recent SEC reports containing our balance sheets, please visit

About gyro
We create ideas that ignite business decisions in a numb world. gyro is an Advertising Age Top 50 global agency deploying a digitally savvy, 600-employee team of creative professionals in 17 offices in nine countries throughout the world. Globally gyro works with Abbott, Audi, FedEx, HP, John Deere, L'Oreal, USG and Virgin Atlantic.

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Kenneth Hein
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