NEW YORK Ogilvy & Mather has expanded its relationship with United Healthcare, landing lead creative duties on the health maintenance organization's advertising account, the WPP Group agency said today.
Previously, the shop's OgilvyOne unit handled direct marketing projects for United's Secure Horizons division. Ogilvy will now serve as lead agency for the parent company.
The selection came after a review in which there were three other undisclosed finalists, said sources. Select Resources International in Santa Monica, Calif., managed the search.
The client spent $30 million in major measured media last year -- down 50 percent from $60 million in 2007, according to Nielsen Monitor-Plus. Those figures do not include online spending.
In a statement, United chief marketing officer Chris Gibson cited Ogilvy's "experienced team" and "best-in-class discipline expertise" as factors in the selection. "We wanted to partner with an agency that can effectively reach our various stakeholders across multiple touch points with a unified but unique message," Gibson added.
Carla Hendra, chairman of the New York office of The Ogilvy Group, said the agency was "thrilled to be working with a national healthcare leader" that has an "exciting story to tell."
United's previous lead creative agency was Interpublic Group's Deutsch/LA in Marina del Rey, Calif. The client split with Deutsch late last year and subsequently launched the review. The shop has since landed lead creative duties on WellPoint, a United competitor.
