Record turnout of 9,000 expected
for 126th Northwestern Mutual meeting

A RECORD TURNOUT of more than 9,000 Northwestern Mutual financial representatives, staff members and their families is expected this month at the respected financial services company’s 126th meeting of its sales force.

This year’s meeting July 22-26, which will be held at various sites throughout the Milwaukee area, comes as Northwestern Mutual inaugurates its newest advertising campaign. The campaign is expected to reach more current and potential clients – and potential recruits -- than ever before.

While the new campaign continues to leverage Northwestern Mutual’s long-standing tagline, “The Quiet Company,” there’s a new signoff message too. This three-word message, “insurance/investments/ideas,” appears at the end of each commercial. The message articulates the abilities of Northwestern Mutual financial representatives to provide clients with a diverse range of financial products, services and solutions -- a concise reiteration of something they’ve been doing for nearly 150 years.

“I like the new signoff message because it immediately conveys what we’re all about – great insurance and investment products and services,” said Edward J. Zore, Northwestern Mutual’s president and chief executive officer. “And, the ‘ideas’ portion of this message demonstrates that financial representatives – the very people attending our annual meeting – understand their clients’ issues and can help ease their minds with equally great solutions.”

The advertising campaign, “Interrupted Moments,” was created with extensive input from consumers and financial representatives. It depicts real-world scenarios when financial worries -- about retirement, a child’s education or general protection of the family -- can prevent enjoyment of life’s special moments, whether it’s a walk in the woods or a child’s school recital.

Reaction to “Interrupted Moments” from members of the Northwestern Mutual Financial Network has been positive, with a clear endorsement of the spots coming from many circles. Among the praise:

“Fabulous!!!”

“I love the tag with ‘ideas’ at the end. It communicates value in meeting with a rep.”

“It (the campaign) is very effective! I am excited and optimistic.”

The objective of the advertising is to create a strong awareness and familiarity of the Northwestern Mutual brand and how the company’s network of financial representatives serve as a valuable resource of ideas to help people meet their financial challenges head-on. As consumers come to know and respect the brand, they are more receptive to a call from a financial representative.

The creative concept behind the “Interrupted Moments” ads captures the essence of Northwestern Mutual’s value proposition: providing personalized, value-added products and services that help clients to become financially secure.

Thirty-second spots will air on various network television events and cable throughout the year. Print ads will appear in top business, finance, news, thought leader, epicurean and lifestyle publications, as well as online news, finance and lifestyle categories.

Campaign creative was developed by Downtown Partners Chicago, Inc., which was named Northwestern Mutual’s new advertising agency in July, 2005.