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IPG’s Mediabrands won Geico’s business following a competitive review that began last fall and concluded this week.
The account is worth more than a billion dollars. By COMvergence’s estimates, it spent $1.38 billion last year on measured media. Of that, Geico funneled $827 million into offline spend, including TV. It spent $553 million on digital investments.
The decision follows a shakeup within the brand’s marketing department. Last April, the former Estee Lauder marketing leader Damon Burrell became Geico’s new CMO.