Ameriprise Financial appointed R/GA as its AOR. The agency, which also picked up the Taco Bell and Walmart biz earlier this year, will handle all strategic/creative duties from traditional to digital for the financial services firm. Meanwhile, R/GA and fellow IPG agency Initiative will collaborate on the media aspects of the business, with the former handling digital media buying/planning and the latter taking on traditional media as well as the integrated investment mix.
R/GA takes the Ameriprise baton from Saatchi & Saatchi New York, which has handled the account for the last four years. According to the NYT, Ameriprise’s annual spending is estimated at $30 million.