Guardian Hires DiNoto

NEW YORK Guardian Life Insurance has selected DiNoto to handle creative duties on its ad account after a review, the agency said today.

Billings were not disclosed but sources pegged them in excess of $10 million.

DiNoto bested four other undislosed shops to land the business, according to sources. The incumbent, Publicis Groupe’s Masius here, declined an invitation to defend, said Jacqueline Kanas, manager of advertising and public relations at Guardian.

The review, which was managed by AAR Partners here, lasted about two months.

DiNoto, an independent in New York, will develop both consumer and trade ads. Its first work is expected to break in the fall.

“We’re excited to have the chance to amplify what we see as a really powerful brand,” said agency principal Greg DiNoto.

The shop’s pitch team “demonstrated a deep understanding of the category, and they went above and beyond in determining how we could best leverage our strengths,” said Kanas.

Media duties remain at Interpublic Group’s Media First in New York.

DiNoto’s other clients include Burton snowboards, Coca-Cola, Equinox, Nikon (youth marketing), OutlookSoft and Reader’s Digest (strategic project).