West Bend insurance revives heart-strings approach to ‘Silver Lining’

Executives at West Bend Mutual Insurance Co. decided it was time to resume tugging at the heart strings of broadcast audiences in the latest installment of the company’s “The Silver Lining” advertising campaigns.

The West Bend-based insurer is launching two television commercials aimed at consumers and two for small businesses with a total budget of “a little over $5 million” this year, Jim Schwalen, vice president of personal lines and marketing, said in an interview Monday. The company…

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