San Diego-based Trust & Will, an online digital estate planning platform, has launched its latest national TV advertising campaign themed “Make It Count.”
A 30-second spot begins with a couple sharing their end-of-life wishes with a favorite aunt. Then, spokesperson Eddie Blackwell Williams appears to explain why the couple’s wishes only count when documented in a will or trust, which is available from Trust & Will. Williams was selected because he is likeable, authoritative and funny, a statement said.
Marketing Architects, an all-inclusive TV agency based in Minneapolis, produced the latest creative for Trust & Will. The spot, shot in Salt Lake City, is scheduled to run on both linear and streaming TV in several U.S. markets over the next year. Media expenditures were not disclosed.
A Trust & Will spokesperson told Times of San Diego the spot will appear across a variety of day-parts and categories, including news, entertainment, lifestyle and sports. Networks airing the spot will include ESPN, MSNBC, Lifetime, FX, Travel Channel, Food Network, Discovery and Travel Channel.
“For many, estate planning can feel daunting,” said Dale Sperling, chief marketing officer at Trust & Will. “At Trust & Will, we’re making the difficult conversations of end-of-life planning easier than most imagine is possible, and this campaign reflects that by bringing a light, engaging tone to a challenging topic.”
Founded in 2017, Trust & Will have helped hundreds of thousands families create estate plans and settle probate with affordable and customizable plans, a statement said.
The TV ad campaign, which began in late March, will run with new creative iterations in the coming months, a Marketing Architects spokesperson told Times of San Diego.
“We’re thrilled to partner with a company drawing attention to the need for a legally upholding document to facilitate people’s final plan,” said Dhiren Khemlani, senior VP of client growth at Marketing Architects. “We’re excited about Trust & Will further tapping into TV’s ability to drive brand growth and help more people than ever in the estate planning process.”
Previous Trust & Will national TV campaigns have featured NFL quarterback Matthew Stafford and wife Kelly, along with Trust & Will founder and CEO Cody Barbo and general counsel Patrick Hicks.
Crown + Conquer Taps Franklin as its First CEO
Crown + Conquer, a Los Angeles-based creative agency, has appointed Donald Franklin as its first CEO.
Franklin previously spent seven years with United Entertainment Group, an entertainment, sports and lifestyle agency, as VP of marketing, senior VP of marketing and executive VP of Business Strategy. He also previously held senior positions at Edleman and UBS. Franklin graduated from Howard University with a bachelor’s degree in business administration.
A statement said Franklin will work closely with April McDaniel, who founded the agency in 2016. “This is a milestone moment for our agency,” McDaniel told Media Post, an advertising trade publication. “With his unique background in both marketing and finance, Donald brings a firm belief in the business proposition of marketing and an incredible level of business acumen to our enterprise.”
Crown + Conquer’s client list includes Spotify, Netflix and Adidas, according to its website.
AM/FM Radio is Most Popular Medium for Black Adults 18+
As the economic clout of Black Americans expands, advertisers are tapping into the buying power represented by this growing population group.
As reported by Inside Radio, an industry trade publication, a recent study by research firm Katz Multicultural noted the number of Black Americans over age 18 with a household income of $100,000 or more has increased 43%over the past five years.
Currently, Black Americans make up 14.4% of the total U.S. population, numbering 47.9 million. And, this group is on track to increase by 35.7% by 2060, while the white population will shrink by 10%. Also, the Black population is younger with a median age of 33, compared to 38 for the U.S. population as a whole.
According to Katz Multicultural’s report, “Advertising to the Black American consumer is imperative for brands and advertisers to gain exposure and grow market share. With a history of under-serving this consumer life-group, advertisers and brands have an opportunity to tap into this market to expand their reach and cultivate brand awareness in addition to servicing often neglected communities and creating value for consumers.”
Also noteworthy is another new study from broadcast ratings company Nielsen that revealed Black Americans are avid media consumers spending more than 81 hours each week, which is 17% more than the general population.
Nielsen also reports that AM/FM radio reaches more Black adults over age 18 than any other medium, including TV, smart phones apps and the Internet.
Inside Radio said, “What’s more, radio reaches more than eight out of ten Black consumers across most demographic targets. The one exception is Black persons 18-34, where radio reaches 78%. Among Black adults 18+, radio captures 94% of the ad-supported audio pie in reach and 62% of time spent listening.”
The Katz report also shows the loyal, longtime bonds Black Americans have with their favorite radio station. Roughly seven in 10 Black American listeners (69%) have a favorite radio station and that station has been their favorite for the past 18 years.
Journalism Scholarships Offered by SPJ
The Society of Professional Journalists San Diego Pro Chapter is offering scholarships to journalism and communications college students. Deadline for applications is 9 p.m., Monday, April 22.
Five scholarships of $1,200 apiece are available to local college students in the areas of print, photojournalism and video-audio-multimedia.
In addition, one $1,000 scholarship in memory of science and technology reporter Bradley J. Fikes is available. Fikes wrote for The Daily Transcript, North County Times and The San Diego Union-Tribune.
Also available is one $1,400 scholarship named after the late Agnes Diggs, columnist for the North County Times. This scholarship, administered by the Rancho Santa Fe Foundation, is available to college sophomores, juniors or seniors who need assistance with tuition, campus fees or on-campus housing. The money will be paid directly to the student’s school.
Applicants must write an essay and submit examples of their work. For more information, visit www.spjsandiego.org, or send an email to spj.sandiego@cox.net.
Rick Griffin is a San Diego-based public relations and marketing consultant. His MarketInk column appears weekly on Mondays in Times of San Diego.