MetLife calls in ad consultant

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MetLife, New York, hired ad consultancy BrightHouse, Atlanta, to review its marketing initiatives, said an executive close to the situation. The action doesn't affect MetLife's relationship with longtime agency of record Y&R Advertising, New York, said a spokesman for the insurance company. He said BrightHouse is not working on new ads but is reviewing MetLife's brand strategy in light of the company's initial public offering and the changes in the marketplace. "It's more about asking what we should be doing," the spokesman said. "We want to broaden the definition of who we are as a company.''

Copyright July 2000, Crain Communications Inc.

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