Company Taps Growing Social Media Trend to Bring to Life Important Bond That People Share with Loved Ones
02 November 2015

RADNOR, Pa.--(BUSINESS WIRE)--Lincoln Financial Group (NYSE: LNC) announced today that it has launched a new advertising campaign that will run through the holiday season. Building off the success the company experienced the past several years with its holiday “Give Thanks” campaign, Lincoln Financial is delving more deeply into the bonds that tie family, friends and loved ones together at all times, but most notably during the holidays.

The new Lincoln Financial campaign, “Then and Now,” taps into a growing social media trend; one where families, friends and others use or reference photos of themselves – often taken years or decades beforehand – and recreate those exact same shots years later.

“Our lives are shaped by the many different people we encounter and experiences we have along the way,” said Dave Wozniak, vice president and head of Advertising and Sponsorships for Lincoln Financial Group. “Our new campaign is designed to celebrate the individuals and formative moments in life that, when looking back, made us who we are today.”

The company’s new campaign will run through the fourth quarter, with advertising spend allocated to numerous print, digital and broadcast platforms. Of note, Lincoln Financial will maintain its long-standing commitment to sponsoring ads on “60 Minutes,” broadcast weekly on CBS, as well as during the upcoming Macy’s Thanksgiving Day Parade, broadcast on NBC.

“While brand platforms are built to last, creative expressions in advertising naturally evolve,” added Wozniak. “Building off our extremely successful, engaging and enduring platform of ‘You’re In Charge®,’ we recognize that there is something even deeper that motivates the Chief Life Officers to take charge. This essence is the focus of our efforts going forward, and we could not be more excited for what lies ahead.”

Connecting Advertising to a New Online Experience

To create a seamless user experience that increases emotional and experiential connectivity across media and devices, Lincoln Financial has concurrently redesigned and re-launched its public internet site, Bringing the two efforts together, the sentiment, emotion and visuals of the advertising campaign have been fully integrated, providing a more personal experience and a dynamic look and feel for site users.

Front and center, the relaunched website empowers users to find content tailored to their needs as “Individuals,” “Employers or Organizations” or “Financial Professionals.” By segmenting the site for these audiences, Lincoln Financial is delivering targeted, relevant user experiences for these audiences to offer dynamic information, tools and planning resources to help them prioritize their needs and take charge of their financial future.

“Relaunching our corporate website is a foundational step in Lincoln Financial’s ongoing efforts to connect with consumers, organizations and financial professionals on their terms,” said Patrick Ohlin, vice president and head of Brand, for Lincoln Financial Group. “In addition to integrating our digital efforts under a simplified look and feel, the new positions us extremely well – and provides enormous flexibility – for what we will do in the future.”

The new also features:

  • A mobile-ready platform for desktops, tablets and smart phones
  • Streamlined access to customer service information and targeted support
  • Updated tools and calculators that provide more personalized information for users
  • Rich media and content targeted to specific audiences’ needs

For more information on Lincoln Financial Group’s new advertising campaign, as well as the redesigned corporate website, please visit

About Lincoln Financial Group

Lincoln Financial Group provides advice and solutions that help empower Americans to take charge of their financial lives with confidence and optimism. Today, more than 17 million customers trust our retirement, insurance and wealth protection expertise to help address their lifestyle, savings and income goals, as well as to guard against long-term care expenses. Headquartered in Radnor, Pennsylvania, Lincoln Financial Group is the marketing name for Lincoln National Corporation (NYSE:LNC) and its affiliates. The company had $214 billion in assets under management as of September 30, 2015. Learn more at: Find us on Facebook, Twitter, LinkedIn and YouTube. To sign up for email alerts, please visit our Newsroom at


Lincoln Financial Group
Michael Arcaro
Sol Kovach