MassMutual Selects Lowe Lintas for Corporate

After nearly two decades with Bozell and its predecessor shops, MassMutual Financial Group last week moved its $15-20 million corporate account to Lowe Lintas & Partners.

The selection of the New York agency followed a two-month review that included the incumbent and Messner Vetere Berger McNamee Schmetterer/Euro RSCG, both of New York, and Mullen in Wenham, Mass., as finalists.

The assignment includes creative development and media.

“How many chances do you get to work with a 150-year old company with a new age vision?” commented Gary Goldsmith, chairman and chief creative officer of Lowe Lintas.

“Needless to say, we’re disappointed that they’ve chosen another agency; but the news is not entirely unexpected, considering their recent changes in management,” said Tom Bernardin, president of Bozell’s New York office. Frances Emerson recently joined MassMutual as a senior vice president, overseeing marketing and communications.

The Springfield, Mass., client is looking for Lowe Lintas to help it grow from a mid-sized provider “into a global financial services company,” a MassMutual representative said. The representative did not elaborate on why Lowe Lintas was selected.

Persumma Financial, a provider of Web-based 401(k) service and planning tools and a affiliate of MassMutual, last year chose Holland Mark Advertising for its account. That business was not included in the corporate review. [See page 4]