Financial Services Stories

One-on-one

Humana Takes Sponsorship To Heart

Humana Takes Sponsorship To Heart

Health insurer adopts strategies and tactics from the CPG industry to help build its brand and promote health and wellness positioning

Sponsor Profile

Prudential’s Media-Centric Approach To Sponsorship

Prudential’s Media-Centric Approach To Sponsorship

Insurance giant uses new tie to U.S. Figure Skating to support corporate advertising campaign and gain value-added benefits

Strategy

Northwestern Mutual Signs First National Sponsorship

Northwestern Mutual Signs First National Sponsorship

Insurance company partners with the NCAA to tout financial stability and broad product offering

One-On-One

Citigroup’s New Sponsorship Strategy: Less Is More

Citigroup’s New Sponsorship Strategy: Less Is More

Banking giant plans to focus on three or four international properties in 2012 and beyond to gain marketing efficiencies

One-on-one

Allstate’s Sponsorship Policy: Less Is More

Allstate’s Sponsorship Policy: Less Is More

Senior director of integrated marketing communications Pam Hollander discusses the insurer’s “less is more” sponsorship strategy, its growing focus on leveraging ties across multiple business units and other topics

Activation

Schwab Activates PGA Tour With New Online Documentary Series

Schwab Activates PGA Tour With New Online Documentary Series

Brokerage firm uses The Mentor Project to promote common principles of golf and investing

Arts

Successful Arts Properties Share Sales Best Practices

Successful Arts Properties Share Sales Best Practices

Segment bounces back from recession doldrums, but securing deals still takes creative strategies and tactics

Strategy

Janus Portfolio: Ironman Out, Life Time Triathlons In

Janus Portfolio: Ironman Out, Life Time Triathlons In

Investment management company makes change to reach financial advisors in larger markets

Emerging Category

MYPLASH Plans To Make Splash With Action Sports And Music

MYPLASH Plans To Make Splash With Action Sports And Music

Prepaid card brand signs first-time sponsorship with Alli, the Alliance of Action Sports; plans more deals

Sponsor Profile

Farm Bureau Grows Sponsorship Portfolio

Farm Bureau Grows Sponsorship Portfolio

Membership organization/insurer signs title of Live Nation music venue; expands presence in college sports

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