Colonial Life Picks Via

BOSTON Independent Via closed out a strong new-business year by adding Colonial Life & Accident Insurance of Columbia, S.C., following a review.

The shop in Portland, Maine, is tasked with relaunching the Colonial brand. It will handle creative duties as well as media buying, planning and research. TV, print and online efforts break in the first quarter. There was no incumbent and the budget was not disclosed.

The client had no significant ad spending in the past two years, per Nielsen Monitor-Plus.

Colonial Life offers disability, life and supplemental accident and health insurance policies in 49 states, the District of Columbia and Puerto Rico. The company competes against many larger better-known rivals such as Aflac, and Via CEO John Coleman said he welcomes such a challenge.

Tom Gilligan, svp, marketing and branding at the client, praised the agency’s creativity and strategy sensibilities and said those attributes would help it “strengthen our brand and introduce it to new customers nationwide. We like the way they think.”

Colonial Life is Via’s latest win in a year that has seen the agency score significant work from LoJack, Maidenform and the New England Aquarium.