Giant AARP Awards Business: Cramer-Krasselt Wins $8 Mil. Ad Account

CHICAGO-Cramer-Krasselt here has been selected to handle advertising and other marketing duties for insurance and healthcare services offered by the American Association of Retired Persons.
C-K prevailed in a review that began with proposal requests sent to 10 agencies nationwide, said Shannon Warner, vice president of marketing at the insurance consultancy of Seabury & Smith. The firm is a unit of Marsh & McLennan, Washington, D.C. It handles sales and marketing for AARP’s various insurance plans.
Incumbent W.B. Doner & Co. in Baltimore participated in the review. Warner declined to name other contenders.
Spending was estimated by C-K at $8 million. The AARP, which is open to people age 50 and older, claims a membership of more than 30 million. Of those, approximately 6 million are enrolled in some form of insurance offered by the organization, Warner said.
Peter Krivkovich, C-K president, said the agency which will also handle media buying and plans to launch an integrated marketing plan that will include direct-response and image work.
“The AARP showed a rapid comprehension of a complex business environment,” Warner said.
The administration of AARP’s insurance plans is divided between The Hartford, which handles member services; United Healthcare for medicare supplements; and Metropolitan Life for long-term care products. The group’s offerings will be packaged under the umbrella brand of AARP Health Care Options, Warner said.
While the primary media for advertising will remain AARP’s publications-Modern Maturity and the AARP Bulletin-the organization is evaluating increased use of outside media. Warner said that TV advertising is a possibility.
C-K’s Milwaukee office handles Wausau Insurance, which is based in Wausau, Wis. Since it is a business-to-business operation, however, it will not represent a conflict with AARP, the agency said.