New York Life Insurance Company is forming a new team to oversee its advertising following a formal review that launched in the spring. Anomaly will serve as lead creative agency, Publicis Groupe’s MediaVest will handle media planning and buying, and Weber Shandwick will oversee PR and communication responsibilities.
While their first collaboration is expected to debut in early 2016, there is still one member missing. The insurance company has yet to announce a new digital shop. Currently Organic handles those duties and may retain the account.
Previously, New York Life worked with Havas Worldwide for creative and Assembly for media planning and buying. The company spent $74 million on advertising in the U.S., according to Kantar Media.
This account shift comes at a time when New York Life is shifting its concentration to better reach Millennials and Gen Xers. To that end, Black-ish actor and Gen Xer Anthony Anderson have starred in advertisements about the importance of planning for the future. And the site features articles delving into why people should buy insurance at 23.
Three years ago, New York Life and Euro RSCG, now known as Havas, introduced the national "Keep Good Going" theme that anchored all of its creative executions.
The review was managed by Roth Observatory.