A.G. Edwards Seeks New Shop for $19 Million Account

Splits With Carmichael Lynch, Creator of 'Nest Egg' Campaign

By Published on .

SAN FRANCISCO (AdAge.com) -- Financial-services company A.G. Edwards has parted with Carmichael Lynch and placed its $19 million account into review.
A.G. Edwards named the Minneapolis shop its first agency of record in April 2003 following a review.
A.G. Edwards named the Minneapolis shop its first agency of record in April 2003 following a review.

"We are in the process of contacting marketing-communications firms to help us as we continue to build upon the many positive messages associated with our popular nest-egg advertising and positioning," an A.G. Edwards spokeswoman said in an e-mail. "While we have enjoyed our relationship with Carmichael Lynch and wish them well, we are looking forward to developing a new relationship that will enable us to amplify our existing messages and take them to the next level."

The spokeswoman said the review is not open to "unsolicited proposals."

Won biz in 2003
A.G. Edwards named the Minneapolis shop its first agency of record in April 2003 following a review. The agency developed the "nest egg" campaign, which broke in April 2005. The push uses a large egg to represent the savings and financial hopes of the individuals caring for them to underscore the firm's services. In some spots, people lug their eggs around, and in recent executions, eggs were shown undergoing medical exams, such as stress tests or MRIs.

A.G. Edwards spent $19 million in measured media in 2006, according to TNS Media Intelligence.

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Jeremy Mullman contributed to this report
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