Met Campaign Aims At Repositioning.(Metropolitan Life Insurance Co.)(Brief Article)

National Underwriter Life & Health-Financial Services Edition, June, 2001 by Slattery, Thomas J.

Lauren Mascitelli, Metropolitan Life Insurance Company senior vice president of e-business, advertising and communications, says the insurer's "Have you met life today" campaign is a repositioning meant to focus on total financial freedom, not just financial security.

"We are focusing on the Life in MetLife to mean more than life insurance," she explains.

According to Mascitelli, the brand repositioning reflects externally some transforming recent events within the company, the most prominent of which was Met's going public last year after a 132-year history as a mutual life insurer.

In addition, the company has adopted a new corporate vision, "to build financial freedom for everyone," which expresses its movement to full financial services...

Read the rest of this article with a Free Trial at HighBeam Research.

Premium Content Partnership | HighBeam Research provides an in-depth online archive library of reference works.