Ameriprise Names R/GA Lead Shop

R/GA has won lead agency chores on Ameriprise, an assignment that covers traditional advertising and digital chores.
The financial services firm spent $8 million on ads through the first three-quarters of 2009, up from the $2 million it spent in all of ’08, per Nielsen. Those numbers don’t include digital ad spending.
The New York-based shop said it would collaborate with Interpublic Group sibling Initiative on media. R/GA will work on digital planning and buying, with Initiative handling traditional media duties.
Publicis Groupe’s Saatchi & Saatchi had previously handled creative chores; WPP’s Mindshare was the primary media resource.
R/GA had not previously worked with Ameriprise and gained its status following a review. Other contenders were not disclosed.
Client CMO Kim Sharan said R/GA “impressed us with their understanding of our brand and their vision for a new creative platform.”
Agency CEO and CCO Bob Greenberg added, “This is a pivotal time for financial services firms; the company’s unique position and offering have never been more relevant and needed. We couldn’t be more excited to get started on the work.”
R/GA has won several notable clients this year, including Taco Bell and Walmart.

Nielsen Business Media