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Principal Financial Group: This Is Worth
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Principal Financial Group, a leading financial services company, is launching its newest creative platform and campaign, "For All It’s Worth". Money isn't just a goal - it’s an enabler to the things in life that are worth the most to people. And what matters at the end of the days isn’t the same for everyone. The creative dives into a breadth of customers from all walks of life, in all stages of life and finds the human, emotional benefit that comes from wealth, whether you have a lot of it or just starting out. Principal is dedicated to ensuring every person and business has the access, opportunity, and tools that enable them to live life in the ways that are worth the most to them. The campaign was created in partnership with creative agency of record TBWAChiatDay LA and was directed by Diego Contreras. This campaign marks the sharpening of the Principal brand promise and the beginning of more content and actions directed at helping people and businesses feel and become more financially confident, no matter where they are in their journey.
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