• by Steve McClellan  @mp_mcclellan, April 5, 2013

Online car insurance company Esurance has split its media assignment between Publicis Groupe’s Starcom and Havas Media Direct following a review, the client confirmed Friday.

The client spent approximately $190 million on ads in 2012, according to Kantar -- nearly double what it spent the previous year.

The business had previously been handled by Havas Media (formerly known as MPG), an assignment the agency won in 2005. Starcom sibling shop Leo Burnett picked up creative chores for Esurance after a review in 2011.

Going forward, Starcom will handle strategic planning for fixed media, including TV, radio, out-of-home, print and digital, as well as buying for TV and radio. Havas Media Direct will handle direct-response planning and buying for DR TV, radio and print, according to the client.

In addition to sharply upping its ad spend last year, the company also sponsored high-profile events. such as the U.S. Open, the South by Southwest Music, Film, and Interactive Conference, and the Pac-12 Conference.

Esurance is a subsidiary of Allstate, which purchased the online insurer in 2011. Ad duties for Allstate are also handled by Leo Burnett and Starcom.

Esurance Vice President of Marketing Darren Howard stated: “We’ve enjoyed a collaborative relationship with Havas since 2005, and they have consistently delivered great results for us. Adding Starcom as our partner for general planning and buying will help ensure that we are effectively reaching self-directed insurance customers in new and more creative ways.”