American Family Selects MindShare

NEW YORK American Family Insurance has awarded WPP Group’s MindShare its media planning and buying account after a review, the client has confirmed.

The other finalists were Omnicom Group’s PHD and Publicis Groupe’s Spark, per sources. The media incumbent was Blue Horse Advertising in Milwaukee.

Domestic ad spending on the account in 2007 was approximately $90 million, according to Nielsen Monitor-Plus. The scope of the assignment includes traditional, multicultural and digital media planning and buying chores.

American Family ranks as the nation’s third-largest mutual property and casualty insurer with more than $15 billion in assets.

The account will be serviced out of MindShare’s Chicago office, the agency said. In a statement, MindShare CEO Scott Nesland said, “We look forward to developing unique media solutions that reflect American Family’s stature and to strengthen its position in the highly competitive insurance marketplace.”

American Family was founded in 1927 in Madison, Wis., where it is still based.

Omnicom’s Element 79 in Chicago handles creative chores; that portion of the business was not in play.