New York Life's creative advertising review has entered its final stages.
The company's marketing executives today briefed three contenders—Euro RSCG, TBWA\Chiat\Day, and Carmichael Lynch—and those shops will now prepare for final presentations.
New York Life, which last year spent about $35 million in media, according to Nielsen, aims to complete the process next month.
Euro RSCG and TBWA\C\D are pitching out of their New York offices and Carmichael Lynch from its headquarters in Minneapolis.
The winning agency will replace the New York office of Taxi, which has handled the business since 2007 but is not defending. Digital marketing and media planning and buying are not in play and remain at SapientNitro and TargetCast, respectively.
The finalists emerged from a group of six agencies that New York Life visited earlier this month. Initially, more than a dozen shops responded to the company's request for proposals.
Roth Associates in New York is managing the process. The consultancy did not return calls and the agencies either declined to comment or could not be reached.