New Integrated Marketing Campaign Reinforces Commitment to Face-to-Face Distribution, Highlights New Approach to Client Service and Selling

MetLife, Inc., (NYSE: MET), announced today that its Individual Distribution organization has been renamed the “MetLife Premier Client Group” and that the company is launching a new integrated marketing campaign under the banner “The MetLife Perspective,” to introduce the name and the organization’s evolving approach to doing business.

The MetLife Premier Client Group’s foundation is its workforce of highly trained and credentialed financial professionals who are being given the sophisticated tools, guidance and support they need to succeed. Through the company’s new Client Engagement ModelSM, MetLife is providing its financial professionals with a standardized consultative framework that includes skill development, coaching and a process‐driven approach, enabling its financial professionals to better identify client needs, and to deliver the right products and services.

“Our financial professionals are among the best in the business,” said Eric Steigerwalt, Executive Vice President, U.S. Retail, MetLife. “MetLife is one of the foremost distribution organizations in the industry, and through the MetLife Premier Client Group, we can help our firms, and our business, continue to grow.”

To support a more consultative approach to client service, the Group is ensuring more effective access to resources through a new Regional Organization Model that will enable its financial professionals to work together in teams. This model will provide clients with comprehensive wealth and risk management solutions that meet their individual needs, creating lasting client relationship-building opportunities.

MetLife will continue to bring products to market that support this new approach to client service, complementing recently released products like MetLife Promise Whole Life SelectSM, MetLife Shield Level SelectorSM, MetLife Income Guard, and the One Year Term Convertible and Renewable Options Rider.

The MetLife Perspective Campaign

To introduce the MetLife Premier Client Group name, MetLife is launching a new integrated marketing and advertising campaign titled “The MetLife Perspective.” Launching in October, the MetLife Perspective campaign will initially include a series of print and online ads in leading industry publications and sites. The first ads focus on the company’s perspective on teamwork, and on the value of taking a holistic and comprehensive view of an individual client’s needs and goals.

Visually, the ads utilize distinct imagery and explore the idea of “Perspective” through the unique views of the MetLife Blimp. Advertising samples from the campaign are available. The campaign will also be integrated into MetLife’s presence at upcoming industry events, and supported with public relations. The campaign was created and produced by MetLife.

“MetLife has been in business nearly 150 years, and that history provides us a unique and valuable perspective on what our clients want, and on what it takes to succeed,” Paul LaPiana, Senior Vice President, MetLife Premier Client Group, MetLife. “The MetLife Perspective campaign articulates that thinking, and will help us drive the face-to-face distribution industry forward.”

About MetLife
MetLife, Inc. is a leading global provider of insurance, annuities and employee benefit programs, serving 90 million customers. Through its subsidiaries and affiliates, MetLife holds leading market positions in the United States, Japan, Latin America, Asia, Europe and the Middle East. For more information, visit

Insurance products are issued by one of the following: MetLife Investors USA Insurance Company (except NY), Irvine, CA 92614; Metropolitan Life Insurance Company, New York, NY 10166; and MetLife Insurance Company of Connecticut, Bloomfield, CT 06002. Variable products are distributed by MetLife Investors Distribution Company (member FINRA) 5 Park Plaza, Suite 1900, Irvine, CA 92614. Securities are offered through MetLife Securities, Inc. (member FINRA/SIPC) a Registered Investment Adviser. 1095 Avenue of the Americas, New York, NY 10036. All are MetLife, Inc. companies. All product guarantees are based on the claims-paying ability and financial strength of the issuing insurance company.


Shane Winn