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New York Life Announces Launch Of "Let's Give Americans Their Pensions Back" Advertising Sponsorship

Financial Advisor-Focused Ads Are First of Multi-Year Campaign

NEW YORK, November 22, 2010 – New York Life Insurance Company announced today the launch of a financial advisor-focused advertising campaign, introducing the tagline, "Let's Give Americans Their Pensions Back." SM

"'Let's Give Americans Their Pensions Back'SM" encapsulates our belief in the practical wisdom of creating a guaranteed lifetime income stream for yourself," said Executive Vice President in Charge of Retirement Income Security, Chris Blunt. "This is the first step in a multi-year campaign to remind financial advisors that New York Life and its subsidiaries* have the solutions to replace the monthly income a pension once provided." New York Life has applied for a registered trademark of the phrase "Let's Give Americans Their Pensions Back."


The campaign highlights the company's leadership as the foremost provider of guaranteed retirement income** with the familiar New York Life blue box logo with the words "Safe and Secure." The print and online ads will appear through the end of the year, to increase awareness for annuities as part of sound financial planning in retirement. The ads are to appear in Bank Investment Consultant, Financial Advisor, Financial Planning, Investment Advisor, Investment News, On Wall Street, and Wealth Management Guide print publications in addition to Ignites, Retirement Income Journal, Investment News, Financial Planning, Bank Investment Consultant and Financial Advisor Web sites.

The ads run alongside New York Life's existing national advertising campaign, part of an integrated marketing communications program that has helped the company's 11,500 agents drive record life insurance and annuity sales despite the continued unsteadiness of the economy.

New York Life Insurance Company, a Fortune 100 company founded in 1845, is the largest mutual life insurance company in the United States*** and one of the largest life insurers in the world. Headquartered in New York City, New York Life's family of companies offers life insurance, retirement income, investments and long-term care insurance. New York Life Investments**** provides institutional asset management and retirement plan services. Other New York Life affiliates provide an array of securities products and services, as well as institutional and retail mutual funds.

Please visit New York Life's Web site at for more information.

*New York Life Annuities are issued by New York Life Insurance and Annuity Corporate (NYLIAC) (A Delaware Corporate), a wholly owned subsidiary of New York Life Insurance Company. Guarantees are based on the claims-paying ability of the issuer.

**Source: LIMRA International, U.S. Individual Annuity Sales Survey, Fixed Immediates, Third Quarter 2010 results.

***New York Life is the largest mutual life insurance company based on the Fortune 500, ranked within industries, Insurance: Life, Health (Mutual), Fortune magazine, May 3, 2010.

*****New York Life Investments is a service mark used by New York Life Investment Management Holdings LLC and its subsidiary, New York Life Investment Management LLC.

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New York Life Announces Launch Of "Let's Give Americans Their Pensions Back" Advertising Sponsorship

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