Accounts in Review: Insurers Get the Urge to Search

Don't look now but insurers that collectively spend more than $200 million in media annually are in the midst of creative searches.

New York Life was the latest to surface, after Adweek broke news of searches by Humana and MetLife. Humana is the biggest media spender of the three at $80 million a year, followed by New York Life at $75 million, and MetLife at $50 million.

The incumbents on Humana and New York Life are Rapp and Havas Worldwide, respectively, while Crispin Porter + Bogusky handles MetLife. Rapp and Havas are defending, but Crispin is not. Each contest is expected to conclude by June.

1

Unilever: Global Media

Media spend: $5 billion
Incumbents: Mindshare, Initiative, PHD
Contenders: Incumbents, possibly others
Decision: December

2

SC Johnson: Global Media

Media spend: $1 billion
Incumbents: Maxus (traditional), PHD (digital)
Contenders: Incumbents
Completion: April

 

3

L’Oréal: Media

Media spend: $780 million
Incumbents: UM (traditional), DigitasLBi (digital)
Contenders: Incumbent, others to be determined
Completion: December

 

4

Coty: Global Media

Media spend: $600 million
Incumbent: OMD, Havas Media, Zenith Media
Contenders: To be determined
Completion: June

5

Sears/Kmart: Creative, Media

Media spend: $560 million
Incumbents: Sears: mcgarrybowen, Havas Worldwide, Havas Media; Kmart: FCB, Havas Media
Contenders: Teams from Interpublic, Publicis Groupe and Havas, led by FCB, Leo Burnett and Havas Worldwide, respectively
Completion: May

6

Coca-Cola: Media

Media spend: $400 million
Incumbent: MediaVest
Contenders: Incumbent, UM, MediaCom, Carat
Completion: July

7

Visa: Global Media

Media spend: $250 million
Incumbent: OMD
Contenders: Incumbent, others to be determined
Completion: June

8

Royal Caribbean: Creative

Media spend: $80 million
Incumbent: JWT
Contenders: Droga5, Deutsch, Mullen, 22squared
Completion: May

9

Humana: Creative

Media spend: $80 million
Incumbent: Rapp
Contenders: Incumbent, undisclosed others
Consultant: Select Resources International
Completion: June

 

 

10

Scotts Miracle-Gro: Media

Media spend: $80 million
Incumbents: MEC, Active International
Contenders: MEC, Horizon Media, Zenith Media, Mediahub, Havas Media
Consultant: Pile + Co.
Completion: May

11

New York Life: Creative

Media spend: $75 million
Incumbent: Havas Worldwide
Contenders: Incumbent, others to be determined
Completion: June

12

MetLife: Creative, Media Planning

Media spend: $50 million
Incumbent: Crispin Porter + Bogusky
Contenders: Handful of undisclosed shops
Consultant: Select Resources International
Completion: June