The Company You Keep
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New York Life to Launch New Advertising Campaign on January 31

$30 Million Campaign Centers on Enduring Values that Bring Peace of Mind

NEW YORK, January 27, 2005 — New York Life Insurance Company today announced the launch of a new $30 million national television, radio and print advertising campaign titled "Unchanging Values," developed by Berlin Cameron/Red Cell. The campaign, which will run throughout 2005, will debut January 31, 2005, on a variety of national cable networks and network morning news programs, including Today, Good Morning America and The Early Show.

The "Unchanging Values" campaign is built around New York Life's unwavering commitment to its core values of financial strength, integrity and humanity throughout its 160-year history. New York Life's tagline, "The Company You Keep," closes each advertisement, and the iconic gold pinnacle of the New York Life's landmark headquarters in Manhattan is featured prominently.

"The consistency of our advertising message over the years serves to underscore New York Life's enduring commitment to our unchanging values. Knowing that a promise from New York Life is a promise that lasts provides enormous peace of mind in today's world, and that's just one reason why we sell more life insurance than any other U.S. insurer," said Carolyn Martin Buscarino, senior vice president in charge of corporate communications at New York Life. "And though our messages haven't changed over the years, each new campaign presents our values in a fresh, compelling manner. The ads' cinematic quality and arresting visuals make viewers want to watch them again and again - something every advertiser strives for."

The new "Unchanging Values" campaign follows New York Life's prior "Heritage" television campaign, which began in late 2002. New York Life introduced its values as a central theme in its advertising campaign in 1997, and subsequent campaigns have expanded on this theme. Studies indicate that these messages have helped to enhance consumers' receptivity for purchasing New York Life products and services.

Each television advertisement traces an aspect of the New York Life story through time. One spot, "Policy" depicts New York Life's lasting promises and solid values through decades. "Father and Son," another spot, captures the tradition of New York Life agents - often in the same family - serving their communities generation after generation. A third spot, "Insurance Store," tells the story of New York Life's enduring commitment to keeping its promise to policyholders in large cities and small towns across America for over 160 years.

The television advertisements will be supported by a national print campaign and a spot radio campaign in 15 key markets: New York; Los Angeles; Boston, Washington, D.C.; San Francisco; Sacramento; Dallas; Albuquerque-Santa Fe; Cedar Rapids; Huntsville-Decatur; Jacksonville; New Orleans; Omaha; Toledo and Sioux Falls starting in March.

The print ads are slated to run in business and personal finance publications such as Fortune, Forbes, BusinessWeek, Black Enterprise, Business 2.0, Inc. and SmartMoney, news weeklies including Time, Newsweek, and U.S. News & World Report, general interest magazine Reader's Digest, sports publication Sports Illustrated, and magazines targeting parents including Parents, Parenting, FamilyFun and Working Mother.

"Our objective was to illustrate what solid, lasting values like financial strength and humanity have meant for customers throughout New York Life's proud history," said Ewen Cameron, chief executive officer of Berlin Cameron/Red Cell, a WPP Company. "By presenting timeless symbols like generations of New York Life agents, a company storefront in Main Street USA and a life insurance policy against the backdrop of a world in constant transition, we were able to represent the strength and stability of the company throughout the decades."

Renowned television advertisement director Jeff Preiss directed the campaign. The advertisements contain a number of components from the previous campaigns, including music composed by Carter Burwell and voiceovers by actress Ruby Dee.

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, annuities and long-term care insurance. New York Life Investment Management LLC 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.

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New York Life to Launch New Advertising Campaign on January 31

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