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New Thinking from a Financial Services Co? Just Say Old Mutual

ATLANTA (Business Wire EON) November 20, 2007 -- Embarking on its first national consumer campaign, financial services company Old Mutual US (www.sayoldmutual.com) is asking Americans to associate the "Old Mutual" brand with a series of positive attributes from everyday life.

Although London-based Old Mutual plc (LSE:OML) is the 173rd largest company in the 2007 Fortune Global 500(R), the "Old Mutual" brand lacks recognition among US consumers. Old Mutual US seeks to attract the attention of U.S. consumers with a multi-million dollar campaign that will be launched over Thanksgiving weekend and will employ television, radio and the Web. Subsequently, the campaign also will be featured on the new "Cube" in Times Square, an 18-panel, 4,000 square foot sign wrapped around the corner of 42nd St. and 8th Ave.

Created by Atlanta-based Kilgannon (www.kilgannon.com), the television campaign presents various vignettes whereby "Old Mutual" replaces a positive attribute in common language. In one scene, for example, a football coach tells his player to "protect the Old Mutual," and in another scene, two students in a chemistry lab excitedly agree that they've "just achieved Old Mutual." The campaign seeks to embed the "Old Mutual" name in the public consciousness, while at the same time associating the company with positive attributes.

"Old Mutual is driven by a deep desire to challenge the status quo, and our inaugural consumer campaign reflects that," said Scott Powers, chief executive officer of Old Mutual US. "At this point, it is more important for consumers to be aware that Old Mutual US is built on dependability, innovation and protection, rather than to draw attention to specific financial capabilities."

"We recognize that people are regularly bombarded by messages from financial services companies, so it was essential that we differentiate Old Mutual US," said Rena Kilgannon, president of Kilgannon. "Our team received strong support from Old Mutual when we proposed this novel approach, since innovation is firmly anchored in the company's culture."

The television campaign will launch Thanksgiving Day (November 22) on all four national networks, as well as many of the major cable networks, including: CNN, ESPN, Fox News, the Food Network and HGTV, among others. The 30-second spots will air during top-rated programs throughout Thanksgiving weekend, including the NBC Thanksgiving Day Parade, NFL coverage on CBS, FOX and NBC as well as the Skins Game.

The radio buy includes a sponsorship of ESPN radio. Included in the buy are 30-second spots scheduled to air during 17 bowl games as well as during coverage of the Heisman Awards ceremony.

Online efforts center on social networking and content sites such as Third Age and AARP that reach the targeted demographic group. Top search engines AOL, Google MSN and Yahoo are also a part of the online media buy. All elements of the campaign will drive consumers to www.sayoldmutual.com, a newly created microsite that provides information about the company, financial planning, its products and how to purchase them.

Old Mutual will continue to run its print and interactive trade campaign, which launched in July. The print campaign is appearing in many top investment and insurance publications, including: Investment News, Registered Rep, Financial Advisor, National Underwriter, Senior Market Advisor and On Wall Street.

The team for the new consumer campaign included:

Creative Director: Chris Schlegel

Art Director: Kurt Miller

Copywriter: Devon Suter

Producer: Janet Mason

Director: Larry Frey/Chelsea, Hollywood, Calif.

Editor: Gordon Carey/Filmcore Editorial, Santa Monica, Calif.

Account Planner: Pamela J. Alvord

EVP, Account Management: Stephen Weinstein

EVP, Director of Media Services: David Capano

About Old Mutual (US)

Old Mutual (US) Holdings Inc. is a wealth management organization offering access to high-quality asset management and insurance strategies for institutional and individual investors through its three primary components: Old Mutual Asset Management (access to institutional), Old Mutual Capital (full-service retail platform), and Old Mutual Financial Network (life insurance and annuities operation). Old Mutual (US) is a subsidiary of Old Mutual plc, an international savings and wealth management company based in the UK. Originating in South Africa in 1845, Old Mutual plc (LSE:OML) has a balanced portfolio of businesses offering asset management, life assurance, banking and general insurance services in over 40 countries, primarily South Africa, Europe and the United States, and is listed on the London, Johannesburg and Stockholm stock exchanges, among others.

About Kilgannon

Kilgannon specializes in increasing the profile and customer base of Low Flying Brands(SM), companies that market low-interest considered purchases, each with complex and individual marketing needs. The Atlanta-based agency has built a client list that serves both national and international audiences. For more information about Kilgannon, visit www.kilgannon.com or call (404) 876-2800.

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