Lincoln Financial taps DePeau as CMO

RADNOR, PA: Jamie DePeau has been hired by Lincoln Financial Group as corporate CMO, where she will head up corporate communications and branding, effective immediately.

RADNOR, PA: Jamie DePeau has been hired by Lincoln Financial Group as corporate CMO, where she will head up corporate communications and branding, effective immediately.

In the newly created role, DePeau is overseeing a combined branding and communications department at Lincoln Financial of more than 20 people, distributed equally among both functions. She will lead internal and external corporate communications and report to chief human resources officer Lisa Buckingham.

The creation of the corporate CMO position follows Lincoln Financial's recent restructuring of its marketing function over the last year, which had included a CMO. Heather Dzielak left the position last year.

The financial solutions company, which formed in 1905, is looking to push further awareness of its consumer-facing brand message, said DePeau.

Lincoln Financial recently reported Q2 revenues of $2.8 billion. "Lincoln has a rich history," DePeau told PRWeek. "We have a solid reputation as an industry leader, and we are a trusted partner to our clients. However, we operate in a very crowded marketplace and Lincoln historically has been a really quiet brand. It's time to amplify our voice."

Prior to Lincoln Financial, DePeau served as SVP of marketing for financial services organization TIAA-CREF. She also held leadership positions in marketing and communications at Medco Health Services, MCI, and Nynex.

Cohn & Wolfe currently serves as the financial company's AOR, and supports it on communications efforts such as branding, corporate positioning, and executive thought leadership. The agency won the account following a competitive review in July 2010. Tierney Communications was Lincoln Financial's AOR for seven years until mid-2009.

"As a result of the financial crisis, consumers want more control over their financial future, and they want to work with a trusted partner to help them meet their financial goals," DePeau said. "Lincoln is at a perfect position to do that. My job is to help break through the noise and deliver our message about the value we bring to the market."

DePeau, who began her role last week, would not comment on the specifics of the company's upcoming strategies, but said efforts would be targeted to the individual consumer, one who is increasingly looking for more customization when dealing with life insurance and retirement plans, among others.

"Marketing and communications programs are going to be more closely tied to the customer," she said.

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