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Mutual of Omaha Insurance Co., known as the longtime sponsor of TV’s Wild Kingdom, has tapped Horizon Media to handle its $25 million media buying and planning account.
The New York-based independent beat incumbent Campbell Mithunand another, undisclosed agency. Interpublic Group-owned CM continues to handle creative.
The insurer spent less than $5 million annually on media for the last 15 years, according to CMR. This year, in an effort to raise its profile, the company plans to spend $25 million, said John Hildenbiddle, client svp for brand management.
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