Pacific Life Insurance Goes to M&C Saatchi L.A. After a Review

By Patrick Coffee 

Newport Beach-based Pacific Life Insurance picked M&C Saatchi L.A. as its creative agency of record after a review handled by The Burnett Group.

The business had previously been with 180LA, which launched a 2015 campaign to promote the client’s cause marketing division Swell Investing, helped establish that unit’s web presence and managed its social media.

In a statement, the client’s vp of brand management and public affairs Tennyson Oyler called the agency “a highly strategic creative partner.”

“Like the symbolic humpback whale, Pacific Life is known for its exemplary strength, performance, and protection,” said M&C Saatchi partner/CEO Huw Griffith, adding that his shop is “honored” to “help tell the unique story of the company’s values and offerings.”

According to Kantar, the client spent just over $31 million on paid marketing in 2015 and $21 million during the first nine months of 2016. Palisades Media Group handles media planning and buying, and M&C Saatchi’s first creative work for its newest client will be a “corporate brand awareness campaign” set to launch this summer.

The agency recently went through a creative leadership change. James Bray, who had been ECD for more than six years, resigned his position (according to our sources) and later became EVP/ECD at Arnold Boston, where he leads the Carnival Cruises account. He was replaced by creative director and TBWA veteran Maria Smith.