Sweeping changes to the 150-year-old commercial property-liability insurer's management prompted the account move to the Publicis Groupe agency.
"[Management] did ask us to get some new and different ideas," said a St. Paul spokeswoman. "We are just looking to contemporize the brand."
Broadcast and print
Fallon's initial assignment will be a broadcast and print campaign to introduce a reenergized St. Paul brand to insurance agents and other company stakeholders. Creative will break to coincide with the marketer's sponsorship of the PGA West Coast Swing golf tour that runs in 2003 from January to March.
David Sigel, group account director, and Stuart D'Rozario, group creative director, will lead Fallon's St. Paul team. Fallon design unit Duffy Worldwide will develop employee and trade communications that will be closely integrated with the advertising. Fallon will begin production following a brief transition period.
St. Paul Cos. spent $6.7 million in measured media during 2001, according to Taylor Nelson Sofres' CMR.