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New York Life Insurance Company | Company Profile, Marketing Contacts, Media Spend, Brands




Headquartered in New York, NY, the New York Life Insurance Company is one of the largest mutual life insurance company's in the United States. Through its subsidiaries and divisions, the company offers life insurance, annuities and long-term care insurance.

Main Telephone (212) 576-7000
Main Fax (212) 576-8145
Primary Address
51 Madison Avenue
New York, NY 10010
USA

New York Life Insurance Company Contacts

Contacts (5/38)
Name Title State
Theodore M. President & Chief Executive Officer NY
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (212) 576-7000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 51 Madison Avenue
New York, NY
10010
USA

Chris B. President, Insurance Group NY
Frank B. Executive Vice President & Chief Administrative Officer NY
Patricia G. Chief Operating Officer NY
Heather N. President, New York Life Foundation NY

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
New York Life Insurance Company ********
NYLife *******

Agency Relationships


Brand Agency Service From To
*** **** **** ********* ******* **** *** ****** AOR - digital 2015 present
*** **** **** ********* ******* ******* AOR - creative 2015 present
*** **** **** ********* ******* ********* | ***** AOR - media buying & planning 2015 present
*** **** **** ********* ******* ***** ********* AOR - public relations 2015 present
****** ***** ********* AOR - public relations 2015 present

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DailyVista

Campaign Imminent Update: New York Life hires new shops to engage ‘maturing millennials'


 

Subject: TV, print, digital, outdoor, social media, sponsorship

Company: New York Life Insurance Company (NYL), one of the largest mutual life insurance company's in the US. Through its subsidiaries, the company offers life insurance, annuities and long-term care insurance.

Update (12/4): Code and Theory has picked up digital creative AOR duties, the last piece still in play in a review that began earlier this year (more info below). NYL hired these new shops to help boost appeal with with Gen X and millennial consumers, focusing particularly on maturing millennials (late 20s-mid 30s). With a new campaign set to launch next year, sellers should continue to go after TV and digital buys. 

Below originally published 11/6

Opportunity: NYL, formerly No. 268 in the here).  The shops were hired to help New York Life boost appeal with Gen X and millennial consumers, focusing particularly on maturing millennials (A late 20s-mid 3os). With a new campaign set to launch next year, sellers should start reaching out now to secure TV and digital buys. Teams may already be in place since Q4 is typically NYL's top buying period. We'll keep you posted as we locate new media planning and buying contacts.

Note that NYL's rising display presence has moved heavily towards programmatic this year, with much more dollars going through Varick, MDC's trading desk, compared to 2014. However, with Assembly off the account, expect digital to possibly funnel through Publicis's Audience Solutions Group (ASG) and VivaKi, the holding company's trading desk.

Furthermore, digital creative duties are Sloane & Co., is still on the account. The latter focuses on generating media buzz for NYL's annuity, insurance, mutual fund products and solutions.

Additional Insight

Incumbents: Havas (creative), Assembly (media) and Organic (digital).

Media Spend: According to Kantar Media, NYL spent $64.4 million on measured media in 2014 – a 12.2% increase over 2013. Over half of this was dedicated to broadcast ads ($38.9 million), while digital (search and display) made up the other largest spend category ($22.9 million.) NYL spent $1.9 million on print ads as well. 

TV Breakdown: Since January, $39.4 million has gone to national TV ads (see targeting right), up from $22.3 million over the same period in 2014, according to iSpot.tv.

Digital Breakdown: Since January, 115 standard ads, 265 high impact ads and 17 video ads have appeared on 645 publishers (2% mobile), 53% of which were placed programmatically versus site direct, Moat reports. News publishers make up most of the desktop activity, followed by personal finance, sports, political and entertainment sites. Top sites include bankrate.com, foxsports.com, cbsnews.com, cnn.com, maxpreps.com, cbssports.com and espn.com. 

Video has run on 80 publishers this year, mostly news, entertainment and sports. 

New Decision Maker: These reviews began after Chief Corporate Communications and Marketing Officer Kelli Parson was hired in November (research here).

New York Life Insurance Company 
51 Madison Ave.
New York, NY 10010
(212) 576-7000 

Kelli Parsons 
Chief Communications & Marketing Officer
(212) 576-7000
kelli_parsons@newyorklife.com