New York Life reviews comms account as it plans to target 'maturing Millennials'

The insurance company wants to better engage younger customers as they plan for the future.

NEW YORK: New York Life is reviewing its communications account as well as its digital and creative agency partnerships, the insurance company’s marcomms chief said this week.

"We are considering partners that will work well together and with us to develop and execute an integrated communications strategy," said Kelli Parsons, chief communications and marketing officer at New York Life, via email.

She added that while New York Life is an industry leader in helping families protect and improve their financial security, the company wants to engage younger consumers, too.

"We are also working to develop relationships with the next generation of consumers, which I call ‘maturing Millennials,’ to help meet their needs for a secure future as they begin to have children, buy homes, invest in careers, and build promising lives," she said in the email.

Further information about the review processes was not disclosed.

Sloane & Company has been listed as the contact on New York Life’s press releases throughout this year and as recently as earlier this month. Representatives from the MDC Partners agency were not immediately available for comment or to say whether the firm is participating in the review.

Parsons joined New York Life last November after serving as SVP and chief communications and marketing officer of Fannie Mae. She joined Fannie Mae in the summer of 2010. As the company’s comms and marketing chief, Parsons manages about 100 staffers in the corporate communications department, which encompasses internal and external comms, marketing, branding, advertising, events management, creative services, and executive communications.

Earlier this month, New York Life bought about 1.3 million policies from Manulife Financial’s John Hancock division. The deal brought about $12 billion in assets to the company.

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