Travelers Shifts $100 Million Media Account

Shift creates consolidation within Publicis Groupe

It’s rare when business shifts without a pitch. The beneficiary, however, is always grateful, as MediaVest is today, to save the money and time associated with such competitions.

The Publicis Groupe agency has added media planning and buying responsibilities on the Travelers brand, inheriting the assignment from WPP Group’s MediaCom. MediaCom had handled the account for about two years.

Travelers typically spends about $100 million in media annually.

As a result of the shift, Travelers has consolidated the bulk of its advertising business within Publicis Groupe shops.

Fallon already was Travelers’ lead creative agency and Digitas, its main digital shop. As John Morris, vp of advertising and media at Travelers, explained, “By partnering with MediaVest, we will drive efficiency across platforms to amplify integration with a consolidated Publicis Groupe solution.”

In Monopoly terms, that means the French holding company now has a “hotel” on “Travelers.”

The New York office of MediaVest will manage the media business, which also includes content, data and analytics services. MediaVest U.S. CEO Brian Terkelsen said the agency was thrilled to take on a “world-class brand.”