Zurich Financial Selects Mindshare

NEW YORK Zurich Financial Services Group has named WPP’s Mindshare to manage its media account effective immediately, the client has confirmed.

Estimated global spending is $150 million. In the U.S., the client spent $85 million in 2008, according to Nielsen.

The selection came after a review. The incumbent on the account was Publicis Groupe’s Zenith Optimedia, which won the business in a consolidation review in 2004. Aegis Media also pitched.

The newly assigned account, which includes the Farmers brand in the U.S., includes media strategy, planning and buying.

Arun Sinha (shown above), chief marketing and communications officer at Zurich, said: “At a time of changing media landscapes, we believe it is important to consolidate our media spending with one media agency in order to maximize the value of our investments. The collaboration with Mindshare offers Zurich new opportunities to further grow Zurich into a leading global brand and to enhance our global market presence.”

Publicis Groupe will continue to be responsible for Zurich’s global creative services, a position which Publicis has held since Zurich launched its international brand campaign “Because change happenz” in 2005. It also developed the more recent “Zurich HelpPoint” campaign, launched in autumn 2008.