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Mass Mutual Insurance and Billy Dee Williams Encourage Families to Build Generational Wealth

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Grey New York campaign shares knowledge between younger and older family members

Mass Mutual Insurance and Billy Dee Williams Encourage Families to Build Generational Wealth

Massachusetts Mutual Life Insurance Company (MassMutual) today launches a multi-channel marketing effort from Grey New York. The goal is to encourage the sharing of knowledge between younger and older Black family members aimed at building intergenerational wealth. 

The legendary Billy Dee Williams one of America’s best-known and most beloved Hollywood stars, delivers the pitch with a debonair twinkle in his eye, “call your folks, don’t let family financial discussions burn a hole in your pocket.” 

“The accumulation of generational wealth for Black Americans was historically thwarted by systemic barriers to financial institutions, networks, and information that build financial wellness,” said Jennifer Halloran, MassMutual head of marketing and brand. “This campaign puts the subject of generational wealth at the forefront. It also serves to highlight that each generation should be involved in the sharing of knowledge so plans can be made to preserve and grow a financial legacy.” 

This new effort reflects MassMutual’s brand platform. Their mission is to use their expertise to help people navigate the “Uncomfortable Truths” behind financial planning, saving for college and preparing for the unexpected by securing their financial futures and protecting the ones they love. 

The integrated digitally led campaign includes video commercials, social media, and public relations. 

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Head of Marketing & Brand: Jennifer Halloran

Head of Customer Activation & Engagement: Kristin Lane

Head of Creative: Spencer Deadrick

Brand Marketing Director: Christa Perry

Creative Director: Will Uronis

Creative Director: Larry Fahey

Communications Planning Consultant: Marie Kelly


Chief Creative Officer: Justine Armour

Executive Creative Director: Joe Mongognia

Associate Creative Director / Art Director: Jelsen Innocent

Associate Creative Director / Copywriter: Troy Jones

Art Director: Cara Resnick

EVP, Global Account Director: Suzanne Ayello

SVP, Account Directo: rZoe Urquhart

Account Executive: Matt Nein

North American Chief Strategy Officer: Jonathan Lee

Global Chief Data Officer:

Director, Data Strategy: Daniel Avon

Senior Strategist: Jessica Womack

Senior Project Manager: Jessica Campbell


Chief Production Officer: James McPherson

Director of Production: Kim Kietz

Executive Integrated Producer: Kevin Grover

VP, Integrated Producer: Lauren O’Driscoll

Music Producer: Kurt Steinke

Business Manager: Winona Schulterbrandt

Moxie (Production Co)

Director: Jared Malik Royal

Executive Producer: Robby Fernandez

Line Producer: Barry Heaps

Work Editorial (Editorial)

Head of Production: Alejandra Alacorn

Producer: Victor Media

Editor: Hasani Franke

Cutting Assistant: Julian Laing

Nice Shoes Credits (finishing)

Head of Production : Jason Farber

Flame Artist: Arthur Dorrington

EP/Head of Sales: Chloe Sedelmaier


Post Producer: Michaela Moriarty

Audio Engineer: Adam Charity

Genres: Dialogue, People

Categories: Medical Insurance, Healthcare and Wellness

Grey New York, Mon, 28 Feb 2022 13:04:41 GMT