In 2016 when MODCO became the AOR for Brighthouse Financial - new division of Metlife - we received a three word mandate: break the category. This was made more challenging as Brighthouse Financial products are not Direct to Consumer, but through Financial Advisors only.
Big insights came from competitive analysis, it was a sea of sameness with everyone in the category buying the same media placements! We developed a comprehensive multi-channel media plan to launch the Brighthouse brand in the US market in 2017. That campaign continues with television, digital, mobile, print, SEM, social media and trade advertising. MODCO built first to market 360 programs with major media partners such as The Wall Street Journal, The New York Times, and CBS, showcasing the new Brighthouse brand story through interactive content and high impact executions.
With declining yoy budgets, we are shifting towards an always-on media presence to reach both target groups in more efficient ways. Media strategy and tactics are now planned based on historical learnings, channel success based on where the targets are within the funnel.