Home > Encyclopedia of Major Marketing Campaigns > Northwestern Mutual Life Insurance Company

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720 E. Wisconsin Ave.
Milwaukee
Wisconsin
53202-4797
USA
tel: (414)271-1444
fax: (414)299-2463
website: http://www.northwesternmutual.com

Overview

When financial service firms began competing with life insurance companies by offering increasingly similar products, there was confusion among consumers over what to buy from whom. Advertising agency J. Walter Thompson of Chicago developed the "Computer" campaign to position Northwestern Mutual Life as the life insurance company offering the best products. Its series of...