Principal Financial Group: Let our expertise round out yours.

Long-term financial planning and selecting benefits services can traditionally feel overwhelming, unapproachable and jargony. Yet, in Principal Financial Group’s newest campaign, they’re taking the opposite approach – infusing dry humor, expert empathy and relatability to connect with consumers.

By celebrating the unique personalities and talent that make a business everything it is, this campaign shows why business decision makers can trust the expertise of Principal when it comes to finding the right retirement and benefits plans to keep their team happy for years to come, all laddering up to the sentiment: Let our expertise round out yours.