M&C Saatchi Readies AIG Campaign

NEW YORK M&C Saatchi said it would launch the first global ad campaign for AIG Financial Products Corp. on Sept. 1.

The independent New York agency’s print and interactive work for the wholly owned subsidiary of American International Group is tagged, “Less of the same.”

Billings were undisclosed, but the agency said it is a global effort that would run in the U.S., Europe and Asia for the 19-year-old company specializing in the derivatives and structured finance market.

The shop won a review for the account last month against undisclosed contenders. The move marks the first time AIG-FP has used a lead agency for communications efforts on a global scale.

A www.lessofthesame.com Web site, created by M&C Saatchi for the marketing effort, goes live on Sept. 1, as do print ads, which break in business publications worldwide.

In one execution, an executive is shown heartily shaking hands with a client. The copy reads: “Familiarity. What does it really breed? Contempt? Or Content? They’re equally dangerous when it comes to derivatives and structured finance. Try the unfamiliar. AIG Financial Products. Less of the same.”

In a statement, M&C Saatchi managing director Jenifer Willig said, “We are thrilled at the opportunity to communicate such a strong force in the financial marketplace. AIG-FP has a history of standing out when it comes to quality service, and we look forward to doing the same when it comes to their advertising.”

Directed at C-suite executives at financial companies, the campaign is slated to run through the second quarter of 2007.

M&C Saatchi is a 14-office global agency network founded in 1995 by Maurice and Charles Saatchi. Its other U.S. clients include Ketel One, Petco, PODS (Portable on Demand Storage), NYC Marketing and Travelex America.

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