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MetLife has confirmed its selection of MDC’s Crispin Porter + Bogusky to handle lead creative duties on the company’s consumer-directed advertising efforts after a review.
Sources identified the other finalists as Havas’ Euro RSCG in New York and the incumbent, WPP Group’s Young & Rubicam in New York.
Independent Venables Bell & Partners in San Francisco also was a contender but exited in August, after a work session with client executives, said sources. Final presentations took place at the client’s headquarters in New York last month.
MetLife’s major media spending — including outlays for both consumer and business-to-business ads — exceeded $56 million last year, down from nearly $63 million in 2008, according to Nielsen.
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