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Company owned life insurance (COLI), an important product line for the nation's life insurance industry, was under attack by several lawmakers for being a corporate tax loophole. When National newspapers like The Wall Street Journal started covering the issue the fire was fueled even more, so a major D.C. lobbying firm called upon TenCAPTIOL to develop moving creative that would effectively combat the criticisms. Utilizing research/polling, our executions focused on the important role COLI plays in protecting small businesses from the effect of an owner or key employee's untimely death and the role the product line plays in securing employer provided health and retirement benefits. The campaign, delivered to lawmakers through a series of compelling print ads inside the beltway and a Web site, succeeded in halting the momentum behind the effort to tax COLI, a move that would have rendered the product line useless.

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