Howald & Kalam

Company: Howald & Kalam NY, New York, NY
Company Description: In October 2006, Rachel Howald and Ahmer Kalam left their roles as ECDs and SVPs at Young & Rubicam NY to found their own advertising and branding consultancy, Howald & Kalam NY. In less than a year their client roster has expanded to include Genworth Financial, Intel, Nokia, Kamik footwear, and Promotions.com
Nomination Category: Media & Marketing Categories
Nomination Sub Category: Marketing Campaign of the Year

Nomination Title: 100+ Campaign - Genworth Financial


  • Describe for the judges the objectives, activities, and results of the nominated Z
    marketing campaign (up to 500 words):

    In a world with a rapidly aging population, most insurance and financial
    companies spread messages of fear and doom, focusing on the potential for
    calamity and disaster in the future, encouraging preparedness only to avoid the
    tragedies that await just around the corner.

    Genworth Financial is doing something decidedly different. This campaign, in
    print, online, and broadcast, turns the tables. Inspired by statistics about the
    growing number of centenarians in the U.S., the campaign uses real centenarians
    to promote the idea that the future may in fact be a long and happy one and you
    should be financially prepared to enjoy it for as long as you live.

    Women, rarely seen over the age of 50, let alone at the age of 100 or more, are
    the focus of much of the advertising. Helen Green, an author who mastered the
    internet in her mid 90' s; Van Shuler, a world traveler and ballroom dancer;
    Roberta Smith, the granddaughter of a slave; and Alice Kladnik, a former tennis
    champion who is still happily married to her husband George after 68 years, are
    shining examples of what strong, capable women can achieve over a lifetime that
    lasts 100 years or more.

    The campaign has had tremendous success in achieving awareness among the target
    audience while also garnering the attention of the Wall Street Journal, Adweek,
    the Santa Barbara News Press, and AARP for its optimistic and positive portrayal
    of aging.

  • List the URLs (web addresses) of any online news stories, press releases, or other documents that you would like the judges to see that support your nomination. IMPORTANT: List each URL on a separate line, begin each URL with http://, and enclose each URL in square brackets. For example, [http://www.yourcompany.com/pressrelease.html]:

    http://onehundred.genworth.com/

    Other supporting materials for this entry were submitted offline.

  • Provide a brief biography of the person or persons who lead the team that created and carried out the nominated marketing campaign (up to 100 words):

    Rachel Howald, founder & principal of Howald & Kalam NY, began her career on
    Pepsi at BBDO New York. She left the agency for DDB Needham NY, where she worked
    on Bermuda Tourism, Amtrak, Hershey, Frito Lay, and the New York Lottery. She
    then moved to Young & Rubicam NY, where she rose from copywriter to ECD/SVP in
    less than a decade. Global clients included Computer Associates, Dr Pepper,
    Weight Watchers, the Wildlife Conservation Society, and United Airlines. At age
    25, she was the youngest person named to Crane's Top 40 Under 40. She has not
    only won most major advertising awards, including an Emmy nomination, but she
    has judged the One Show and the New York Festivals. In October, 2006, she left Y
    &R and founded Howald & Kalam, NY. Current clients include Genworth Financial,
    Intel, Nokia, Kamik footwear, and promotions.com. She serves as an advisor to
    the boards of both Gilda's Club Worldwide and Safe Horizon. She and her partner
    Jennifer are the proud moms of two sons, Callum, age 6, and William, 10 months.