Insurer breaks $40 mil push in effort to duck competition

Cardona, Mercedes M.
December 1999
Advertising Age;12/20/1999, Vol. 70 Issue 52, p4
Trade Publication
This article focuses on the advertising campaign for American Family Life Assurance Co. The insurer will break the first spot from new agency Kaplan Thaler Group, New York, during the "Millennium" news special at CNN on December 31, 1999. The campaign kicks off in force the next day on network TV broadcasts of football bowl tournaments, with magazine advertisements to follow in the spring. The company wants to fight off increased competition from other insurers that also offer supplementary health and disability coverage to individuals via their employers.


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