NEW YORK (AdAge.com) -- Investment-management company Vanguard has moved its $50 million U.S. account to Kirshenbaum Bond Senecal & Partners from incumbent Y&R Brands. The MDC Partners-owned agency will handle brand, creative, media and direct-response duties for the marketer, according to a Vanguard spokeswoman.
WPP agency Y&R and digital shop VML lost the business after a review that also included independent Richards Group and Boston-based MMB. Select Resources International handled the three-month review.
This is the first major win for Lori Senecal since she left her post as president of McCann Erickson, New York, to become Kirshenbaum's president-CEO, partner and newest addition to its shingle in 22 years.
"We are absolutely thrilled to have been chosen by Vanguard as their new agency partner," said Ms. Senecal in a statement. "This is a huge opportunity to tell an amazing story about a company that is truly unique in every way from structure to philosophy to culture."
Vanguard spent more than $50 million in U.S. measured media in 2008 and $21 million in the first half of this year, according to TNS media intelligence.