Ameriprise Financial To Debut New “Real Questions, Real Answers” Ads During
Tommy Lee Jones Introduces Confident Retirement^® approach
MINNEAPOLIS -- February 7, 2014
Ameriprise Financial (NYSE: AMP) will launch its latest national ad campaign,
“Real Questions, Real Answers”, on February 8^th during the Sochi Olympics.
The new ads, featuring Academy Award winning actor Tommy Lee Jones in his
third consecutive campaign with Ameriprise, highlight the firm’s exclusive
Confident Retirement^® approach and reinforce the company’s commitment to
helping pre-retirees and retirees prepare for and feel more confident about
all aspects of their financial future.
The spots, titled “Lifestyle” and “Outlive”, begin with Jones in a bustling
public area asking challenging retirement questions such as, “Can you keep
your lifestyle in retirement?” and “In retirement, will you outlive your
money?”. The questions simultaneously unfurl on large banners behind him
attracting people’s attention. Many of the respondents – and likely many
viewers – are uncertain about how to answer these questions, and Jones offers
reassurance that there are answers, and that it’s smart to ask for help in
finding them. The ads build on the Ameriprise brand by stressing the
importance of a one-on-one relationship with a knowledgeable advisor who has
the backing of a strong firm that has helped millions of people retire.
“Our clients tell us that when they are truly engaged in an ongoing dialogue
with their advisor, they feel better and more prepared,” said Kim Sharan,
chief marketing officer and president of financial planning and wealth
strategies at Ameriprise Financial. “Often, the first step to feeling more
financially secure is asking the tough retirement questions. Our ‘Real
Questions, Real Answers’ campaign brings this dynamic to life and underscores
that we can help make planning for retirement simple and engaging.”
Ameriprise introduced the Confident Retirement ^ approach in June 2013 and
implements it through the company’s financial advisors. The process pairs a
strong framework with easy-to-use technology to help inspire conversation
between clients and their advisors. The approach leads clients to an
understanding of their retirement needs based on their individual dreams and
goals, and helps advisors figure out how to utilize their assets in retirement
to help them achieve their expectations. In fact, 93 percent of Ameriprise
clients who have gone through the Confident Retirement approach feel more
confident about their retirement.*
Launching in conjunction with the ads is an interactive online experience
called the 3-Minute Confident Retirement^SM check. Visitors to the experience
can answer a set of questions about their retirement preparedness to better
understand where they’ve covered their bases, and to identify items that may
be lingering on the retirement to-do list. They can also see how they compare
with other Americans. The questions focus on covering essential and lifestyle
expenses, preparing for the unexpected and leaving a legacy.
The media schedule is comprised of spots in highly-rated primetime shows
including Modern Family, CSI and The Quest season premiere. Cable
entertainment and news programs include CNBC, CNN, Fox News and a variety of
lifestyle channels. A series of online ads will run on websites like CNN, The
New York Times and Sports Illustrated, including homepage takeovers and brand
R/GA and Initiative remain the company’s creative and media agencies of
About Ameriprise Financial
At Ameriprise Financial, we have been helping people feel confident about
their financial future for 120 years. With outstanding asset management,
advisory and insurance capabilities and a nationwide network of 10,000
financial advisors, we have the strength and expertise to serve the full range
of individual and institutional investors' financial needs. For more
information, or to find an Ameriprise financial advisor, visit ameriprise.com.
* Ameriprise Confident Retirement Survey, August 2013
Brokerage, investment and financial advisory services are made available
through Ameriprise Financial Services, Inc. Member FINRA and SIPC.
© 2014 Ameriprise Financial, Inc. All rights reserved.
Ameriprise Financial, Inc.
Meghan Graham, Media Relations, 612-671-0823
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