Ameriprise Splits with R/GA, Searches for a New Lead Shop

Signals a shift from Tommy Lee Jones campaign

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Ameriprise Financial's experiment of using a digital agency for traditional ads has ended.

The financial planning company has split with R/GA, which had been lead creative agency since 2009 and declined to participate in a review of the business, according to sources. Ameriprise subsequently picked a handful of agencies to pitch the account. (Their names were not immediately available.)

Key decision makers in the search include Marie O'Neill, svp of marketing; Bree Sheahan, vp of brand strategy, advertising and media; and Alison Chang, vp of advertising and media, according to a source.

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