Lincoln Financial Eyes 3 Finalists for Its Creative Account

Media spending totaled $25 million last year

Lincoln Financial Group is in the late stages of a creative search.

The company, which last year spent about $25 million in media, is weighing three finalists for its creative account, according to sources. The sources identified the shops as Grey, FCB and Kirshenbaum Bond Senecal + Partners.

The contenders have been briefed and are preparing for final presentations, which will take place in July, sources said. Each agency is pitching out of its New York office.

The winner will succeed Gyro as lead creative agency. Gyro is not defending.

Ark Advisors in New York is managing the search. Ark referred calls to Lincoln, which declined to comment. 

Lincoln Financial has been running its "Chief Life Officer" campaign, which reminds consumers that they're in control of their lives and that Lincoln offers the tools needed to navigate its various stages. TV spots use the tagline "You're In Charge," while print ads assert,  "You're the boss of your life.The Chief Life Officer."