New York Life’s Search Excludes Incumbent

Company expects to complete process by December

Taxi is not defending in New York Life’s review of its creative business.

The New York shop has handled the account since 2007. Before Taxi, Berlin Cameron United was the lead creative agency.

Last year, New York Life spent nearly $35 million in media, down 19 percent from its 2009 total of $43 million, according to Nielsen. Those figures don’t include online spending.

The review does not include digital marketing or media planning and buying, now at SapientNitro and TargetCast, respectively. Roth Associates in New York is managing the process.

A New York Life representative confirmed the search, including the involvement of Roth Associates. The company is expected to select an agency by December. Beyond life insurance, New York Life offers annuities, mutual funds, investment planning, and long-term care insurance. The 166-year-old company is based in New York.