Aetna Taps Ogilvy for B2B in Latest Agency Change

Incumbent G2 Retains Some Business

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Aetna continued its wave of agency changes as it named WPP's Ogilvy & Mather its new B2B marketing shop.

The move comes just weeks after the insurer hired Interpublic Group of Cos.' UM as its media agency of record, and it precedes the selection of a new digital-marketing firm. The company expects to make that decision in the coming weeks.

"Our advertising and marketing needs are growing globally, in particular as we become more consumer-facing, and we wanted to ensure we have the right strategic partners to work with," said a spokeswoman.

WPP's G2 was the incumbent on the B2B business, noted the spokeswoman. She added that the agency will continue to work with Aetna on event marketing, as well as Medicare media planning, advertising and direct marketing. G2 declined to comment.

Ogilvy's B2B scope includes sales documents, email marketing, newsletters, CRM, trade shows and digital marketing, among other marketing elements.

Aetna spent about $30 million on U.S. measured media in 2010, according to Kantar. It's understood that the insurer plans to nearly double that as the health-insurance industry adjusts to new guidelines and consumer demand under President Barack Obama's Affordable Care Act, which is to be fully rolled out by 2014.

The spokeswoman said Aetna's undisclosed B2B marketing budget is separate from the measured-media spend.

Pile & Co. is the consultant on the reviews, which don't affect Aetna's relationship with creative agency of record Arnold , the company told Ad Age .

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