Accounts in Review: MetLife’s Agency Review Follows a Clear Pattern

It's a classic scenario: a new marketing leader joins a company and, boom, within a few months launches a review.

Such is the case at MetLife, where new global chief marketing officer Esther Lee is searching for a new lead agency, two months after arriving. The assignment encompasses making ads and planning media buys and represents some $5 million in revenue. And in this case, the incumbent won't have to defy the typically poor odds of retaining an account, as Crispin Porter + Bogusky is not defending.

In other news this week, Ameriprise finally selected a new lead shop, five weeks after final pitches.


Unilever: Global Media

Media spend: $5 billion
Incumbents: Mindshare, Initiative, PHD
Contenders: Incumbents, possibly others
Decision: December


Hershey: Creative

Media spend: $650 million
Incumbents: Arnold (traditional), Havas Worldwide (digital)
Contenders: Incumbents, undisclosed others
Completion: April


Sears/Kmart: Creative, Media

Media spend: $560 million
Incumbents: Sears: mcgarrybowen, Havas Worldwide, Havas Media; Kmart: FCB, Havas Media
Contenders: Teams from Interpublic, Publicis Groupe and Havas, led by FCB, Leo Burnett and Havas Worldwide, respectively
Completion: May


U.S. Army: Creative, Media

Media spend: $180 million
Incumbents: McCann Erickson, UM
Contenders: Incumbent, others to be determined
Consultant: JLB + Partners
Completion: March 2016



Royal Caribbean: Creative

Media spend: $80 million
Incumbent: JWT
Contenders: Incumbent, undetermined others
Completion: May


Scotts Miracle-Gro: Media

Media spend: $80 million
Incumbents: MEC, Active International
Contenders: MEC, Horizon Media, Zenith Media, Mediahub, Havas Media
Consultant: Pile + Co.
Completion: March


MetLife: Creative, media planning

Media spend: $50 million
Incumbent: Crispin Porter + Bogusky
Contenders: To be determined
Consultant: Select Resources International
Completion: June


Ameriprise Financial: Creative

Media spend: $40 million
Incumbent: R/GA
Contenders: McCann Erickson, FCB Garfinkel, Zimmerman Advertising, Merkley + Partners
Consultant: Pile + Co.
Awarded to McCann Detroit