PACIFIC LIFE NAMES ENGINE COMPANY 1 CREATIVE AGENCY OF RECORD

May 4, 2010

San Francisco, CA.- May 4, 2010 – Pacific Life, provider of a wide range of life insurance products, annuities, and mutual funds to individuals and businesses, announced today that it has chosen San Francisco-based advertising agency, Engine Company 1, as its creative agency of record.

Pacific Life, in partnership with search consultancy SelectResources International, performed an extensive review of multiple agencies in their search. The network and cable television campaign being developed by Engine Company 1 will begin appearing in the Fall of 2010. Media buying remains with Mediaspot, Pacific Life’s media AOR for over 19 years. Spending is undisclosed.

“We look forward to collaborating with Engine Company 1 in building on the high levels of awareness of the Pacific Life brand and further reinforcing the positive image of the company” said Bob Haskell, Senior Vice President, Public Affairs, of Pacific Life. The humpback whales featured in Pacific Life’s advertising represent strength, performance, and protection—qualities that are core to Pacific Life’s business of helping people plan for a more financially secure future. The iconic whales will remain at the forefront of the advertising.

“It’s an amazing honor to be selected to work on a brand with such incredible history and opportunity for continued growth,” stated Grant Richards, Managing Partner and Creative Director at Engine Company 1. “We are inspired by Pacific Life’s long term success in their industry and look forward to being a part of their bright future.”