MetLife Moves $100 MM Media Assignment To MEC

MetLife has consolidated its estimated $100 million U.S. media planning and buying assignment with MEC, part of WPP’s GroupM. 

Word of the decision, which MetLife confirmed today, comes about a month after the insurer appointed Project Worldwide’s Argonaut as its new creative ad agency after a competitive review. Argonaut succeeded MDC’s Crispin, Porter + Bogusky, which was also the incumbent on most media duties, although MEC had previously handled print buying for the client. CP+B did not participate in the review.

Now MetLife has awarded MEC buying and planning chores across all channels including digital without a formal media agency review. The shop will also handle media analytics and insights for the client.

MetLife’s agency reassessments follow the appointment of Esther Lee as CMO late last year. She knows MEC well from her previous role at AT&T where MEC is media AOR and Lee was SVP of Advertising before joining MetLife.

MEC declined to comment, referring questions to MetLife. According to Kantar Media MetLife spent $90 millon last year on ads. That estimate excludes some digital outlays.

 

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