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NEW YORK Axa Equitable has awarded creative duties on its ad account to Omnicom Group’s Merkley + Partners after a review, the New York client confirmed today. Billings are estimated at $10-12 million.
The other finalists were Omnicom’s Doremus and Publicis Groupe’s Publicis, both in New York [Adweek Online, Nov. 18]. New York consultancy Roth Associates managed the four-month review.
“What distinguished Merkley was the quality of both the strategic thought” and its creative executions, said Barbara Goodstein, evp and head of marketing and product development at Axa Equitable, a division of Axa Financial that sells life insurance, annuities and retirement planning.
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