We’re still scratching our heads as to why the folks at LifeLock just couldn’t confirm this yesterday after several back and forth emails. Whatever the case, the tips proved true and following a review, Lowe Campbell Ewald has indeed been named AOR for the Tempe, Arizona-based brand, which provides identity theft protection services. The first LifeLock work from LCE, which has had a busy start to the week to say the least, is slated to launch in December of this year. Regarding the decision, LifeLock CMO Seth Greenberg says, “Identity theft is a rapidly growing problem. Our services can help a much broader consumer base, and Lowe Campbell Ewald has a proven track record of helping to evolve and transform other leading brands. We are very excited to partner with them strategically.”
LifeLock previously worked with fellow IPG-owned shop Dailey as its agency partner, though we heard brand and agency parted ways in August (the West Hollywood, CA-based Dailey was invited to participate but chose not to defend). Interestingly, LifeLock CMO Greenberg previously served as VP/digital, brand, social and ad strategy at Intuit, parent company of TurboTax, which just so happened to be a Dailey client during his time there. The account, though, was eventually moved to W+K this past summer (around the same time that Greenberg left Intuit for LifeLock). From what folks on the Spy line tell us, Dailey didn’t even get the chance to defend this particular business. Is there beef or is it sheer coincidence? Things that make you go hmm.