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Two shops are preparing for final presentations in a review of creative duties for Aetna, sources said.
The pitches are scheduled for next week at the client’s headquarters in Hartford, Conn. The agencies could not be identified.
A client representative confirmed that Aetna is “meeting with several ad agencies regarding a corporate branding assignment,” but declined further comment.
The assignment includes traditional and online advertising, including social media efforts. Aetna plans to ramp up media spending behind such efforts — from $15 million in the fall to $35 million next year, $45 million in 2012 and $55 million in 2013, according to the company’s initial request for proposals.
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