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Lincoln Financial Group | Company Profile, Marketing Contacts, Media Spend, Brands

Lincoln Financial Group is financial service company based in Philadelphia, PA. In addition to financial services and products, Lincoln offers Individual and group retirement plans, life Insurance and long-term care protection, annuities, group benefits and mutual funds and investment management through Delaware Investments. ** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **

Main Telephone (484) 583-1400
Main Fax
Primary Address
150 North Radnor Chester Road
Radnor, PA 19087

Lincoln Financial Group Contacts

Contacts (5/17)
Name Title State
Dennis G. President & Chief Executive Officer PA
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (484) 583-1400
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 150 North Radnor Chester Road
Radnor, PA

Randal F. Chief Financial Officer PA
Rich A. Senior Vice President & Chief Marketing Officer - Annuity Solutions PA
Dave W. Vice President & Head, Advertising & Corporate Partnerships PA
Patrick O. Vice President, Marketing PA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Lincoln Financial Group *****

Agency Relationships

Brand Agency Service From To
******* ********* ***** ***** ******** digital, media planning, media buying unknown present
******* ********* ***** ********** *****, ***. public relations 2015 present
******* ********* ***** *** *** **** creative 2015 present

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Q2, Q4 Media Opps: Lincoln Financial launches new campaign

Subject: digital, mobile, online, TV, sponsorship

Company: Lincoln Financial Group, based in Philadelphia, Pa.

Opportunity: After hiring here), Lincoln Financial recently broke its newest campaign with the IPG agency. “The Responsibility of Love,” which debuted Sunday evening during 60 Minutes on CBS, focuses on the important role Americans play in protecting and providing for their loved ones. The ads will continue to be featured across TV, print, digital, social, radio and the company’s website. 

Also, David Wozniak, VP of advertising and sponsorship for Lincoln, said that during the campaign, social media will be used on a much bigger scale, promoting the #PeopleYouLove tag, and creating behind the scene videos of real life people talking about real life situations. 

While Lincoln still plans to use traditional media, it will focus extra attention on digital media platforms to boost customer engagement. Therefore, continue to seek TV and online ad dollars.

Keep in mind that Lincoln’s biggest ad push typically comes in Q4, as we saw with its first campaign launched with FCB November of last year (more here). However, with this newest campaign launch centering around Q2, sellers should be reaching out now to see if ad dollars are still on the table for the upcoming quarter.

Additional Insight


Media Spend: According to Kantar Media, LFG spent $25.9 million on measured media in 2014 – up from $20.9 million in 2013. Budget is largely allocated to national newspapers (45.8%), with the remainder goes to broadcast. 


TV Breakdown: Over the last year, Lincoln contributed $4.4 million to national TV spend. Since the beginning of 2016, $308,330 has been spent on national TV, an increase in comparison to the same period in 2015. The company has a long standing commitment to sponsoring ads on 60 Minutes as well as during the Macy’s Thanksgiving Day Parade, so expect these to continue for the upcoming year. 

Digital Breakdown: Lincoln has a tiny display presence so far this year. Since January, Lincoln has only run eight standard display ads on eight publishers (<1% mobile), 64% placed site direct versus programmatic, with six high impact and three video ads, Moat reports. These ads were run on business news sites such as,,, and 

Lincoln Financial Group 
150 N. Radnor Chester Rd.
Radnor, PA 19087
(484) 583-1400

Dave Wozniak 
Head, Advertising & Corporate Partnerships

Tricia Blair 
Senior Vice President & Chief Digital Officer