MetLife to Launch Ad Campaign

MetLife reported it has begun a consumer-facing advertising campaign in support of the MetLife Premier Client Group, the company's recently reorganized retail distribution organization within its U.S. Retail division.

In a release, the Company noted that under the banner "The MetLife Perspective," the advertising differentiates the services offered by the MetLife Premier Client Group.

The advertising uses the game of golf to illustrate the MetLife Perspective on financial planning.

The spots will to during PGA Tour broadcasts through the fall.

"From the placement of the pin to the conditions on the course, a skilled golfer must account for many factors in order to succeed," said Paul LaPiana</person>, senior vice president, MetLife Premier Client Group. "To ensure we are helping our clients succeed, our financial services representatives take a team approach to financial planning, leveraging each other's expertise to create a truly diversified portfolio that can grow and safeguard their clients' assets."

"Golf fans get a unique perspective of the game through MetLife blimp aerial television coverage," said Steve Ashton, vice president, MetLife Premier Client Group. "Using golf to share information about the MetLife Perspective as well as life insurance and other products with our clients and prospective clients works well for us."

Crispin Porter + Bogusky developed the ads for MetLife. Burson- Marsteller will develop and implement a complementary public relations campaign.

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