Jeffrey R Loibl

Business Challenge:
MetLife was widely recognized by insurance brokers as a benefit product provider, but the brand struggled to be seen as a strategic partner in benefits and workforce planning. The business challenge was to shift perceptions, reinforce thought leadership, and drive engagement with an audience of decision-making brokers, ultimately influencing consideration and partnership opportunities.

Executive Ownership & Strategic Direction:
As Creative Director, I directed the strategic and creative development of the campaign, including concept, messaging framework, and execution strategy. Key responsibilities included:

• Defining a progressive, multi-post storytelling approach that elevated MetLife from product provider to strategic thought partner

• Aligning with marketing, sales, and thought leadership teams to ensure content authenticity, compliance, and relevance

• Designing a modular creative system that allowed each post to stand alone while advancing a cohesive narrative

• Partnering with digital media teams to target the right audience segments, optimize engagement, and scale globally

Creative Strategy & Execution:

• Developed a series of LinkedIn posts highlighting MetLife’s insights, research, and leadership in employee benefits

• Crafted progressive messaging arcs that guided brokers from awareness to consideration, while ensuring each post could function independently

• Applied visual and verbal design standards to reinforce professionalism, credibility, and brand consistency

Impact:

• Strengthened MetLife’s perception as a strategic benefits partner among brokers

• Increased engagement and share rates with thought leadership content, amplifying reach within professional networks

• Supported marketing and sales alignment by educating brokers on MetLife’s differentiated value proposition