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Northwestern Mutual has found a new lead creative agency.
GSD&M landed the assignment after a review. The company spent nearly $50 million in media last year, according to Kantar Media.
Four other shops vied for the account. Sources identified the others as mcgarrybowen in Chicago, Deutsch in New York, TBWA\Chiat\Day in New York and The Distillery Project in Chicago.
The winner succeeds Olson, an independent in Minneapolis that did not defend. Olson has handled the account since 2010.
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