Campaign Spotlight

Campaign Spotlight: MassMutual challenges media bias about women’s financial acumen

NEW YORK, USA — Massachusetts Mutual Life Insurance Company (MassMutual) this week launches a multi-channel marketing effort to raise awareness of and fight media myths that women are “bad with money.”

The centerpiece of the integrated effort is a print campaign from Grey New York debuting in the Washington Post. Media planning and partnerships were managed by Giant Spoon.


The first ad in the series delivers the provocative fact that “65% of financial articles targeted at women define them as excessive spenders.” *It drives home the point, “If we can change the way media writes about women and finance, we can change the way people think about women and finance.”

Jennifer Halloran, MassMutual Head of Marketing & Brand

“For too long, women have been misrepresented in the financial media,” said Jennifer Halloran, MassMutual Head. “ We want to balance the scales, encourage more accurate press portrayals, tell the truth about women’s financial savviness and how to best serve their needs.”

In addition to print, social media, and public relations, MassMutual will place monthly op-ed columns in the media throughout the year. Jennifer Halloran’s article, Fighting the media’s myths that women are “bad with money” recently appeared in the Washington Post.

Importantly, MassMutual will underscore their commitment to recruiting and supporting the growth of female financial advisors who have historically been underrepresented in the industry. The company currently employs 1,400 female financial advisors attuned to women’s investment needs.

MassMutual is a member and supporter of SeeHer, an organization whose mission is to drive accurate portrayals of women across the media spectrum.

The effort reflects MassMutual’s master brand platform. Their mission is to use their expertise to help people navigate “Uncomfortable Truths” behind financial planning. Help people prepare for the unexpected by securing their financial futures and protect the ones they love.

Last month, MassMutual teamed up with Hollywood legend, Billy Dee Williams, to encourage Black families to build generational wealth and have “The Money Talk.”

*Stat based on a study of 100+ articles published in women’s magazines from Why we need to #MAKEMONEYEQUAL, Starling Bank


Mass Mutual Print

Jennifer Halloran – Head of Marketing & Brand
Kristin Lane – Head of Customer Activation & Engagement
Spencer Deadrick – Head of Creative
Christa Perry – Brand Marketing Director
Will Uronis – Creative Director
Larry Fahey – Creative Director
Marie Kelly – Communications Planning Consultant

Grey NY
Justine Armour – Chief Creative Officer
Joe Mongognia – Executive Creative Director
Gemma Slack – Associate Creative Director
Athanasia Efthimiu – Associate Creative Director
Cara Resnick – Art Director
Han Lin – Executive Design Director
Marcelo Bacellar – Designer
Suzanne Ayello – EVP, Global Account Director
Zoe Urquhart – SVP, Account Director
Matt Nein – Account Executive
Jonathan Lee – North American Chief Strategy Officer / Global Chief Data Officer
Daniel Avon – Director, Data Strategy
Jessica Womack – Senior Strategist
Jessica Campbell – Senior Project Manager
April Gallo – Senior Print Producer

Debbie Joyce – VP/Graphics Services
April Gallo – Senior Print Producer
Winona Schulterbrandt – Assistant Business Director

Caroline Lennon – Studio Manager
Vincent Belcastro -Print Coordinator

Partner with adobo Magazine

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