New Lincoln Financial CMO may signal ad change but why is position so lame?

Steve’s breakdown: The campaign shown above launched about 3 years ago. It did pretty well; even getting a parody made of it. Hiring a CMO might be a sign of changes but one thing has me guessing. Why is a CMO reporting to the Chief Human Resources Officer?

RADNOR, PA: Lincoln Financial Group today announced that it has named Jamie DePeau Corporate Chief Marketing Officer effective immediately. DePeau will provide strategic leadership for Marketing, Brand and Corporate Communications for Lincoln Financial, collaborating closely with Lincoln Financial’s business unit marketing teams and leaders. In this role, DePeau will report directly to Lisa Buckingham, Lincoln Financial’s Chief Human Resources Officer.

“Jamie has a deep understanding of the value of engaging partners, clients and employees through brand activities to support business results,” said Buckingham. “That clear line of sight coupled with Jamie’s versatility and expertise in brand building, marketing and corporate communications makes her addition to the Lincoln family a great asset.”

“Lincoln is a trusted partner that helps its customers take control of their financial futures. Its industry leading distribution, innovative products that meet a broad range of customer needs and service excellence are core strengths that we can leverage to differentiate our brand,” said DePeau. “I’m excited to join a company that has such a rich history, a proven track record and strong mission-oriented foundation.”

DePeau comes to Lincoln Financial from TIAA-CREF where she served as Senior Vice President of Marketing. Prior to joining TIAA-CREF, DePeau held leadership positions in Marketing and Communications at Medco Health Solutions, MCI and NYNEX. DePeau received a bachelor’s degree from Canisius College. She also holds her Series 7 and 24 FINRA licenses.

About Lincoln Financial Group

Lincoln Financial Group is the marketing name for Lincoln National Corporation LNC +2.34% and its affiliates. With headquarters in the Philadelphia region, the companies of Lincoln Financial Group had assets under management of $164 billion as of June 30, 2011. Through its affiliated companies, Lincoln Financial Group offers: annuities; life, group life, disability and dental insurance; 401(k) and 403(b) plans; savings plans; and comprehensive financial planning and advisory services. For more information, including a copy of our most recent SEC reports containing our balance sheets, please visit www.LincolnFinancial.com.

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