American Family Insurance Narrows Its Search to 2 Agencies

BBDO, Grey compete for creative account

American Family Insurance (AFI) is down to two finalists in its search for a creative agency, BBDO and Grey, sources said.

Last year, AFI spent nearly $157 million on measured media, according to Kantar Media.

The account had been at Ogilvy & Mather Chicago, which created the marketer's Super Bowl commercial this year featuring Seattle Seahawks quarterback Russell Wilson with a voiceover by singer Harry Belafonte.

The WPP agency parted ways after AFI competitor Nationwide tapped O&M's New York office in June to handle creative work featuring Denver Broncos quarterback Peyton Manning.

AFI declined to comment, as did agency reps at O&M, BBDO and Grey.

A decision is expected in the next week or so.

Ogilvy won AFI in January 2010 when Lisa Bacus, then vp of marketing, hired the agency after becoming familiar with it when she was a global marketing executive at WPP client Ford.