Accounts in Review: American Family Insurance Picks an Agency as Finalists Pitch CarMax

Months after splitting with Ogilvy & Mather, American Family Insurance this week found a new home. The New York office of BBDO will lead creative efforts for the big-spending insurer, which advertised on this year's Super Bowl. American Family's search was triggered by Ogilvy taking on a plum assigment for a competitor: Nationwide.

CarMax and the NBA, meanwhile, hosted final presentations in their creative reviews, with three agencies vying for each assignment. One of the CarMax contenders didn't have to travel far: The Martin Agency and the used car retailer are both based in Richmond, Va.

1

Sprint, Broadcast Creative

Media spend: $450 million
Incumbent: Figliulo & Partners
Contenders: Deutsch LA, Arnold
Consultant: Mercer Island Group
Completion: November

2

JCPenney, Media

Media spend: $430 million
Incumbent: OMD
Contenders: Incumbent, others to be determined
Completion: January

3

U.S. Army, Creative, Media

Media spend: $180 million
Incumbents: McCann Erickson, UM
Contenders: Incumbents, others to be determined
Completion: March 2016

4

American Family Insurance, Creative

Media spend: $150 million
Incumbent: Ogilvy & Mather
Contenders: Grey, BBDO
Consultant: Blamer Partnership
Awarded to BBDO

5

Bloomin’ Brands, Media

Media spend: $150 million
Incumbent: Carat
Contenders: Incumbent, undisclosed others
Consultant: Joanne Davis Consulting
Completion: December

6

Brown-Forman, Global Media

Media spend: $100 million
Incumbent: UM
Contenders: Incumbent, Maxus, MediaVest, Zenith Media
Consultant: External View Consulting Group
Completion: December

7

CarMax, Creative

Media spend: $60 million
Incumbent: Silver + Partners
Contenders: BBDO, McKinney, The Martin Agency
Completion: December

8

NBA, Creative

Media spend: $50 million
Incumbent: Goodby, Silverstein & Partners
Contenders: Incumbent, R/GA, Translation
Consultant: Hasan + Co.
Completion: December