Campaign details

Brand: Principal Financial Group
Advertiser: Principal Financial Group
Agency: TBWA\Chiat\Day Los Angeles

Effie Awards Category Context

In 2016, under half the population knew Principal Financial Group existed after decades going-to-market as a B2B brand, relying on financial advisor recommendation. With consumers making more financial decisions independently, we had to evolve from a passive choice to a brand-of-choice while being outspent by category leaders 3 to 1. We traded the finance category's 'fear and fairytales' for raw, emotional storytelling, demonstrating that Principal helps plan for a life that doesn't go according to plan. A double-digit awareness lift and one of the highest category affinity scores proves the power of embracing real life in all its messy glory.

State of the Marketplace & Brand's Business

In 2014, Principal welcomed a new CMO for the first time in 25 years. As a global top thirty money manager, Principal was already a Great American Business, helping millions save, invest and retire. Now, our new client was out to turn Principal into a Great American Brand.