Sperling said the brand didn’t want to make the mistake of taking a serious approach just because it operates in a serious category. “We needed warmth, we needed humor and humanity, but we also needed authority to have that credibility to get somebody to do their estate plan with us,” she shared.
Sperling also stressed the importance of resisting the urge to shift creative messaging too often. “The bigger payoff really comes from consistency,” she said.
Voss agreed. “That desire to change things up too quickly can actually work against us vs. building upon a foundation that’s already there.”
