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How to Launch a Brand Platform in Unprecedented Times

Wed, October 07 at 1:30 PM EDT

Rebuilding Channel presented by Twitter

In this session...

Join AIG Life and Retirement’s Chief Marketing Officer Betsy Palmer and Huge’s Global Chief Creative Officer Jason Musante as they discuss the creation of AIG Life & Retirement’s first-ever brand platform, “We See the Future in You”.

This fireside chat provides a firsthand look into how a leading financial services company and a trailblazing agency tossed convention aside amidst COVID-19 and quickly pivoted to launch the groundbreaking, emotion-evoking brand platform.

Jason and Betsy will recount their journey that began in the fall of 2019, sharing how they and their teams worked to preserve a concept that, although conceived before the pandemic, they knew would still speak to their audience. They will share insight into a creative process that required flexibility and perseverance, working through many production challenges, including having to create and collaborate in an all-remote environment. They will talk about their decision to spotlight and celebrate others through this campaign, and how this approach enabled them to convey a sense of hope and optimism for the future for all.

They will also discuss their experience working with Smuggler, and award-winning director Henry-Alex Rubin to create the :60 spot “Amazing Mom.” The spot, which drops us into the virtual classroom where we join “career day” with a twist, has received rave reviews from audiences and brand leaders in the industry.
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What You'll Learn from This Session...

  1. Brand partnerships
  2. Launching a brand platform
  3. Flexible creative processes

Presented with


Speakers

Jason Musante Chief Creative Officer Huge
Betsy Palmer Chief Marketing & Communications Officer AIG Life & Retirement

Event Details

Event Type Episode

Track  Rebuilding  

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