NEW YORK, USA – Massachusetts Mutual Life Insurance Company (MassMutual) launched a multi-channel marketing effort from Grey New York. The goal is to encourage the sharing of knowledge between younger and older Black family members aimed at building intergenerational wealth.
The legendary Billy Dee Williams one of America’s best-known and most beloved Hollywood stars, delivers the pitch with a debonair twinkle in his eye, “call your folks, don’t let family financial discussions burn a hole in your pocket.”
“The accumulation of generational wealth for Black Americans was historically thwarted by systemic barriers to financial institutions, networks, and information that build financial wellness,” said Jennifer Halloran, MassMutual Head of Marketing and Brand. “This campaign puts the subject of generational wealth at the forefront. It also serves to highlight that each generation should be involved in the sharing of knowledge so plans can be made to preserve and grow a financial legacy.”
This new effort reflects MassMutual’s brand platform. Their mission is to use their expertise to help people navigate the “Uncomfortable Truths” behind financial planning, saving for college and preparing for the unexpected by securing their financial futures and protecting the ones they love.
The integrated digitally led campaign includes video commercials, social media, and public relations.
CREDITS
MassMutual:
Jennifer Halloran- Head of Marketing & Brand
Kristin Lane- Head of Customer Activation & Engagement
Spencer Deadrick- Head of Creative
Christa Perry- Brand Marketing Director
Will Uronis- Creative Director
Larry Fahey- Creative Director
Marie Kelly- Communications Planning Consultant
Grey:
Justine Armour- Chief Creative Officer
Joe Mongognia- Executive Creative Director
Jelsen Innocent- Associate Creative Director / Art Director
Troy Jones- Associate Creative Director / Copywriter
Cara Resnick- Art Director
Suzanne Ayello- EVP, Global Account Director
Zoe Urquhart- SVP, Account Director
Matt Nein- Account Executive
Jonathan Lee- North American Chief Strategy Officer, Global Chief Data Officer
Daniel Avon- Director, Data Strategy
Jessica Womack- Senior Strategist
Jessica Campbell- Senior Project Manager
Townhouse:
James McPherson- Chief Production Officer
Kim Kietz- Director of Production
Kevin Grover- Executive Integrated Producer
Lauren O’Driscoll- VP, Integrated Producer
Kurt Steinke- Music Producer
Winona Schulterbrandt- Business Manager
Moxie (Production Co):
Jared Malik Royal- Director
Robby Fernandez- Executive Producer
Barry Heaps- Line Producer
Work Editorial (Editorial)
Alejandra Alacorn- Head of Production
Victor Media- Producer
Hasani Franke- Editor
Julian Laing- Cutting Assistant
Nice Shoes Credits (finishing):
Jason Farber- Head of Production
Arthur Dorrington- Flame Artist
Chloe Sedelmaier- EP/Head of Sales
GPS: (AUDIO)
Michaela Moriarty- Post Producer
Adam Charity- Audio Engineer
