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Aetna Inc., a company whose new management team is attempting to improve performance in a dramatically changing industry, has contacted several shops about its estimated $50 million account, sources said.
The incumbents are McKinney & Silver in Raleigh, N.C., and Waylon Ad in St. Louis. Waylon executives said they were working on a fourth-quarter campaign for Aetna but declined further comment. McKinney & Silver officials declined comment.
Ad budgets through the late 1990s were in the $60 million range, per Competitive Media Reporting.
Waylon became involved with Aetna through U.S.
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