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Indexed Annuities Leadership Council: Coalition Launch

The Ask

The Indexed Annuity Leadership Council (IALC) formed in 2011, as a consortium of four life insurance companies, with a commitment to providing complete and factual information about the use of indexed annuities as a part of any balanced financial plan. IALC was seeking to improve the visibility of indexed annuities as well as their prevalence as a retirement option.

The Answer

Porter Novelli served as consultant as the council formed, providing thought leadership and brand positioning. We went on to develop the councils brand identity, visual and tonal style. A campaign was launched with a website as centerpiece, enhanced by paid and earned media pushes. The council gained visibility by making accurate, factual information available to the public in the form of a blog, social engagement and media interviews.

The council and campaign efforts have improved general sentiment of indexed annuities, which prior had mostly negative sentiment and were greatly misunderstood, as well as raised the visibility of indexed annuities as a smart part of a balanced retirement portfolio.