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Endangered species exhibition



Retirement: new challenges
and opportunities for
creative advertising


Two different clients, two different agencies, two different continents, two campaigns that elevate the typical quality of retirement advertising.



For years, insurance and investment companies, eager to get their hands on your hard earned savings ran some pretty innocuous advertising. Sure, there was benchmark work like John Hancock’s original “Real Life, Real Answers” campaign from Hill, Holiday in 1984 (a great year for advertising), or Fallon’s “Make a Plan” for Prudential in the the days when Bill Westbrook helmed the shop. But typically retirement advertising has relied on the classic stereotypical images and promises: the inn on the…



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