21st Century Insurance has tapped WPP Group’s Mindshare in New York for its media business.
The client is part of the Farmers Insurance Group, a unit of Zurich Financial Services, which already had Mindshare on its roster.
21st Century CEO Tony DeSantis said Mindshare was selected based on its “superior ability to develop an integrated media strategy that will help move our brand forward in the highly competitive insurance category.”
There was no review.
The incumbent on the business was Omnicom Media Group.
Ad spending is estimated at $100 million moving forward, per sources.
This marks Mindshare’s third notable assignment in recent weeks, following its selection by CVS and RadioShack, worth nearly $200 million in combined annual media spending.