N.Y. Life Benefits Baldwin Assignment Shifts From Wallwork Curry

Baldwin & Stone is preparing to break its first work for New York Life Benefit Services, just weeks after the client parted ways with Wallwork Curry Sandler.
The Norwood, Mass., unit of the New York Life Insurance Co. tapped Wallwork Curry, Boston, for its business earlier this year [Adweek, Feb. 7].
That relationship ended quickly, however, when Wallwork Curry added Liberty Funds Distributor, and New York Life executives concluded a conflict of interest existed with both that piece of business and long-time client Sun Life of Canada, said agency co-chairman Bob Curry. “At first it didn’t look like anyone cared,” but ultimately the client decided an amicable parting was best, Curry said.
“They knew us and came to us,” without a formal review, said Jim Baldwin, president of Baldwin & Stone in Cambridge, Mass.
The shop will craft brand-building ads slated to break in June issues of trade and business publications. The client is handling the media buy in-house. Spending was undisclosed but could reach the high-seven- or low-eight-figure range. the upcoming ad effort targets high-level executives nationwide who make decisions about 401(k) and related financial offerings. K