New York Life Launches Creative Review

By Erik Oster 

The largest mutual life insurance provider in the country, New York Life, has launched a creative review, Adweek reports. New York Life spent $74 million on measured media in 2014, according to Kantar Media.

Havas Worldwide has handled the account since December of 2011, at which time the agency (then known as Euro RSCG) took over for Taxi. It is unclear if the incumbent will participate in the review, as well as if the review will also include New York Life’s media and digital accounts. Assembly currently handles media buying and planning for the company, with Organic responsible for digital.

The review follows competitor MetLife launching a creative review last month. Incumbent CP+B will not be participating in that review, and a decision is expected this summer.

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