Ameriprise Financial has split with lead agency R/GA and launched a creative review, Adweek reports. According to Adweek‘s sources, R/GA, which had been Ameriprise Financial’s lead creative agency since 2009, declined to participate in the review. Media buying and planning will remain with Initiative.
The agencies involved in the review are currently unknown, but final presentations have been set for the middle of February. According to Kantar Media, Ameriprise Financial spent around $38 million on measured media in 2013. R/GA’s current campaign for the brand centers around actor Tommy Lee Jones, who will likely part ways with the brand as well. Boston’s Pile + Co. is managing the review process.