USAA to Deutsch

CHICAGO USAA, which provides financial services to people serving in the military, has awarded its $8 million account to Interpublic Group’s Deutsch after a review, according to the agency.

The Interpublic Group shop will handle the account out of its New York office, working on creative, media and direct marketing. The San Antonio company’s previous agency was independent shop Bernstein-Rein in Kansas City, Mo., which was invited to participated. The review was managed by Select Resource International in Santa Monica, Calif.

“We are continually evaluating and fine-tuning how we can best serve our members, whether it be through traditional means or through digital touch points,” said Michael Grasso, svp of marketing for USAA, in a statement. “Deutsch demonstrated a core understanding of our mission and values with a truly collaborative approach.”

Bernstein-Rein had handled the account since 2005. Print work highlighted both the service and security USAA provides while servicemen and -women are away. “My family of eight doesn’t’ get treated like a number,” read the headline of one ad. The tagline was, “We know what it means to serve.”

Billings on the account were not dlsclosed. USAA spent $8 million on traditional advertising, according to TNS Media Services. The account, however, could be worth much more as it skewed heavily toward direct marketing, according to sources.