Halloran, a veteran financial services branding and marketing executive, oversees the collaborative development and implementation of the company’s brand marketing, community responsibility, digital content and social engagement initiatives.
Among her initiatives: Fair Shares, a five-part podcast from MassMutual and WP Creative Group, featuring authentic and honest conversations about finances between smart women. In each episode, host Bola Sokunbi—a certified financial instructor and the founder of Clever Girl Finance—speaks with real women across different generations, life stages and career paths.
Women face a unique challenge in today’s difficult financial environment. They remain vastly underserved and underinsured, often because the subject, as it is for everyone, is so daunting. But also because of lack of knowledge about how to handle their finances.
At MassMutual, we tend to do a lot of work around women to address these needs, and we are committed to changing that scenario.
We created a female – focused podcast series about financing featuring an expert on the subject who could discuss common needs and suggestions, and partnered with the Washington Post to deliver third-party credibility. You have to speak directly and authentically to your customers but that’s not enough. You also have to offer pro-active support as well. The five-podcast Fair Shares program does that.
Mass Mutual is also working on a women-centric campaign with our new agency, Grey. “Uncomfortable Truth” focuses on the fact that people are hesitant to talk to advisors because they don’t think they have enough money to warrant professional counsel.
In addition, women are not as comfortable as men are talking about finance—especially if they are meeting with male advisors. We are using SeeHer’s GEM data and resources to insure we are on track throughout the process.
Staying on top of how women are portrayed in the media is everyone’s responsibility. We couldn’t do Fair Shares or Uncomfortable Truth without understanding that.
I often read in this blog about the kind of world our fellow SeeHer members want to leave their children, boys as well as girls. I also have strong daughters for whom I wish the same thing.
For all of us, the campaign is always on.