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New York Life Insurance Company | Company Profile, Marketing Contacts, Media Spend, Brands




Headquartered in New York, NY, the New York Life Insurance Company is one of the largest mutual life insurance company's in the United States. Through its subsidiaries and divisions, the company offers life insurance, annuities and long-term care insurance.

Main Telephone (212) 576-7000
Main Fax (212) 576-8145
Primary Address
51 Madison Avenue
New York, NY 10010
USA

New York Life Insurance Company Contacts

Contacts (5/36)
Name Title State
Theodore M. Chief Executive Officer NY
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (212) 576-7000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 51 Madison Avenue
New York, NY
10010
USA

Chris B. President, Investments Group NY
Frank B. Executive Vice President & Chief Administrative Officer NY
Patricia G. Chief Operating Officer NY
Heather N. President, New York Life Foundation NY

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
New York Life Insurance Company ********
NYLife *

Agency Relationships


Brand Agency Service From To
*** **** **** ********* ******* **** *** ****** AOR - digital 2015 present
*** **** **** ********* ******* ******* AOR - creative 2015 present
*** **** **** ********* ******* ***** ******* AOR - media buying & planning 2015 present
*** **** **** ********* ******* ***** ********* AOR - public relations 2015 present
****** ***** ********* AOR - public relations 2015 present

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WinmoEdge

H1 Media Opps: New York Life launches first campaign from new AOR


Subject: TV, print, digital, outdoor, social media, sponsorship

Company: New York Life Insurance Company (NYL), one of the largest mutual life insurance company's in the US. Through its subsidiaries, the company offers life insurance, annuities and long-term care insurance.

Opportunity: Launched its first work from MDC's here). The "Be Good At Life" push (see ad above), New York Life's first new campaign since 2012, will include national TV and digital ads, along with an out-of-home in markets such as New York. 

Spending is up for the new campaign, especially on the digital front. Seek last minute dollars for Q4, the insurer's top advertising period, and set the ground work for H1 buys. The insurer has traditionally targeted boomers and will continue to do so, but this campaign is designed to "age down" the brand. This means decision makers should be more open than usual to considering pitches from mature millenial-focused sellers. 

Additional Insight

Media Spend: According to Kantar Media, NYL spent $64.4 million on measured media in 2015, a 38% increase from $49.2 million in 2014. About 83% of last year's budget, or $56.1 million, was dedicated to broadcast ads. The remainder mostly supported network radio, magazine and display ads.

TV Breakdown: Since January, $15.6 million has gone to national TV ads (see targeting right), about half of what was spent during the same period a year earlier, iSpot.tv reports.

Digital Breakdown: This year, the bulk of New York Life's display presence has been site-direct desktop ads. $5.1 million has been spent on 481.4 million impressions, 89% of which came from aarp.org, Pathmatics reports. Most of the remaining impressions came from youtube.com, morningstar.com and espn.com. 

Mobile and video activity has been much lower, with about $800,000 for 76 million impressions, combined. Aarp.org accounted for the bulk of mobile impressions, but isn't even in the top 20 for video. Instead, video is targeting younger consumers via sites such as espn.com, sports.yahoo.com and cnn.com.

New York Life Insurance Company 
51 Madison Avenue 
New York, NY 10010 
(212) 576-7000

Kelli Parsons 
Chief Communications & Marketing Officer
(212) 576-7000
kelli_parsons@newyorklife.com

Kelley Peterson
Digital Association Associate - Mediavest, NYC
(212) 468-4000
kelley.peterson@mediavestww.com