New York Life Completes Creative Search

Euro RSCG succeeds Taxi on the account

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New York Life has selected a new lead creative agency, a week after final presentations.

Euro RSCG will succeed Taxi on the business. Taxi, which has handled the account since 2007, did not defend.

Last year, New York Life spent about $35 million in media, down from $43 million in 2009, according to Nielsen.

The other finalists for the assignment were TBWA\Chiat\Day in New York and Carmichael Lynch in Minneapolis. 

Terry Dukes, a group account director at Euro RSCG who most recently worked on ExxonMobil, will manage the New York Life account, according to Matt Ryan, co-chairman of the agency's New York office.



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