Travelers Names TBWA/Chiat/Day Lead Creative Agency

By Erik Oster Comment

travelers-insuranceHartford-based Travelers insurance has named TBWA/Chiat/Day as its lead creative agency following a competitive review against undisclosed agencies, Adweek reports. The agency will succeed Fallon, which was Travelers lead creative agency for almost a decade, and is expected to run the account out of its New York offices. Media was not part of the review and will remain with agency MediaVest.

According to Kantar Media, Travelers spent over $28 million on measured media in 2013. For TBWA, the account win will soften the blow after being eliminated from Kraft’s roster in November. Prior to losing its share of the Kraft business, TBWA had a big month of September, picking up Airbnb, Buffalo Wild Wings and Miller Lite.

In a statement, Lisa Caputo, chief marketing and communications officer at Travelers, pointed to the agency’s “keen understanding of our brand,” claiming that TBWA’s “deep experience working with iconic global brands makes them an ideal partner for us.”

TBWA/Chiat/Day’s first work for Travelers is expected in June, in anticipation of the Travelers Championship PGA Tour event in Cromwell, Connecticut.

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