Richards Wins 21st Century Insurance

LOS ANGELES Independent The Richards Group has won creative chores on the $25 million 21st Century Insurance account following a review, according to sources.

The agency search was launched in early March and conducted by consultancy Select Resources International of Santa Monica, Calif.

The company’s last lead agency, Interpublic Group’s Dailey & Associates in West Hollywood, Calif., worked with the client less than a year. Its last campaign re-created movie-accident scenes based on Speed and The French Connection and showed victims of the mayhem calling 21st Century with unbelievable accident reports.

Officials at Richards and 21st Century either could not be reached or declined comment.

Agency relationships with Woodland Hills, Calif.-based 21st Century have been short-lived recently, with president and CEO Bruce Marlow conducting several informal reviews and testing work in the last two years, according to sources. Last year the company hired former Charles Schwab marketer Rob Klapper as CMO.

Dallas-based Richards also handles Hyundai Motor America, Home Depot, Chick-fil-A and Motel 6, among others.

Dentsu’s DCA, Los Angeles, continues to handle the client’s media, which was not under review.