Aflac Enlists Zubi, Momentum

CHICAGO Aflac has tapped Interpublic Group’s Momentum Worldwide and independent agency Zubi Advertising to handle event and Hispanic marketing, respectively, according to the client.

The insurance company has also given roster agency OgilvyOne, owned by WPP Group, more digital marketing business.

“Each of these firms will continue to use our greatest marketing asset—the Aflac Duck,” said Jeff Herbert, chief marketing officer for the Columbus, Ga.-based company, in a statement. “We selected agency partners according to strengths and experience in areas identified as key to driving our business forward. We are excited to work with all five agencies to take Aflac marketing efforts to new levels.”

Publicis Groupe’s Kaplan Thaler Group in New York will continue as Aflac’s lead creative agency. Interpublic Group’s Fitzgerald + Co. in Atlanta will continue to handle media planning and buying. Kaplan Thaler has handled the account since 1999 and created the company’s iconic duck mascot.

In addition to its digital design consumer work, Ogilvy has added business-to-business and work site marketing assignments.

Herbert joined the company as its first CMO in October 2006. In February of this year, he realigned the company’s sales and strategic operations under the marketing department, and created the business-to-business marketing practice.

Aflac spent about $85 million last year on advertising, according to Nielsen Monitor-Plus. Much of that total was for the general market; only $6 million was earmarked for Hispanic media, according to Nielsen.