A feel-good ad campaign

MassMutual Financial Group is counting on the fact that consumers worry about whether they have made the right financial choice with its new campaign, Good Decisions. The campaign is meant to support consumers' desire to feel confident about the decisions they make concerning their personal finances and retirement choices. The company is targeting mass-affluent consumers 35 to 55. MassMutual Financial Group is the marketing name for Massachusetts Mutual Life Insurance Co. of Springfield and its affiliates. The campaign's message should resonate with consumers because they are now being forced to handle more-complex financial issues, including those related to their 401(k) plans, said John W. Chandler, senior vice president and chief marketing officer for MassMutual U.S. Insurance Group. Ultimately, they want reassurance that they have made the right choices, he said. "More and more accountability has been switched to the individual," Mr. Chandler said. "The world has become more complicated, and the goal of a well-run financial services company is to simplify it." It is important for consumers to understand that MassMutual works with financial advisers who will offer insight to help consumers make the right decisions, Mr. Chandler said. "By offering that thorough financial professional who meets your needs, you're not just going on the Internet and using a calculator and buying cheap term insurance," he said. "They're helping you make sure you're making the right decisions." Consumers must feel comfortable with their decisions, Mr. Chandler pointed out, particularly since life insurance and certain long-term products can be quite costly. "It's the equivalent of a financial marriage," he said. "You want to know you chose the right partner and the right product." The ads will appear in print, on television and online.