Aflac Sets Field

Five contenders have emerged in Aflac’s advertising review, the client said today.

Aflac identified the field as: Havas’ Arnold and Publicis Groupe’s Digitas and Fallon; Dentsu’s mcgarrybowen; independent Butler Shine Stern & Partners; and the Omnicom team of GSD&M Idea City and The Zimmerman Agency, an Aflac roster shop that crafted Aflac’s latest campaign.

Aflac initially received 17 responses to its proposal request.

The client in Columbus, Ga., spends more than $60 million annually on ads, per Nielsen.

Aflac will meet with the shops this week, and the company is asking for a fully integrated campaign as part of the review. A final decision is expected at the end of April or early May.

The winning agency will succeed longtime incumbent The Kaplan Thaler Group in New York, a Publicis Groupe shop, which is not defending, and which a decade ago introduced the insurance firm’s iconic duck mascot in the company’s commercials.