As one of the largest life insurance and financial services organizations in the United States, Jackson National Life (JNL) is an industry leader in fixed, indexed, and variable annuities, as well as term and permanent life insurance. JNL is wholly owned by England’s Prudential plc, one of the largest and oldest insurers in the world.
Jadi needed to create a new JNL brand identity and entice financial brokers by developing a targeted, advertising campaign to be placed in financial and trade publications. This plan would reinforce JNL’s long-range stability, heritage and leadership position within the financial industry.
Jadi conducted research to find JNL’s key selling points and determine their niche in the financial industry. As a result, Jadi developed an advertising campaign drawing from the firm’s rich, American heritage. Jadi created the tagline “Leaders Choose Leaders” to drive this branding campaign. Utilizing nostalgic imagery to reinforce the message, the “Leaders Choose Leaders” theme rejuvenated the integrity and longevity of a solid financial institution.
As a result, Jadi helped Jackson National Life achieve an 22% increase in broker relationships, sales have increased steadily for 2 consecutive years and product volume has increased by 18 percent.