3 in Running for $25 Mil. 21st Century Biz

LOS ANGELES At least three agencies will participate in the review for 21st Century Insurance’s estimated $25 million broadcast, print and outdoor advertising account, sources said Friday.

The client will see presentations from Hakuhodo-invested Mendelsohn Zien in Los Angeles, as well as independent RPA and Dentsu’s Colby & Partners, both in Santa Monica, Calif., according to sources.

“We are in an ad-agency review,” said a rep for the Woodland Hills, Calif.-based company, which offers automobile, motorcycle and umbrella insurance in California and car insurance in Arizona, Illinois, Indiana, Nevada, Ohio, Oregon and Washington. The rep would not confirm the agency contenders but said a decision is expected by the end of October.

The incumbent, independent Glyphix in Woodland Hills, will not participate in the review but “[expects] to continue working” with the client in a project capacity, the agency said.

21st Century’s ad budget was about $25 million in 2003, according to Nielsen Monitor-Plus; the company has spent about $15 million on advertising from January-June of this year.

Media-buying responsibilities most recently were handled by independent DCA in Santa Monica.