American Family Insurance has tapped BBDO New York to handle creative and strategic duties on its account following a two-month review. Grey was the other finalist in the review, which was run by consultant the Blamer Partnership.
Ogilvy & Mather Chicago had been creative lead on American Family Insurance since winning the account in 2010, but had to give up the business when Ogilvy New York was added to the Nationwide insurance agency roster.
"BBDO has a long history of working with challenger brands and helping them move to the next level," said American Family Insurance VP-marketing, Telisa Yancy. That was the appeal here for American Family Insurance, she said. "Every time we talked with them they got the brand and got where it wanted go."
BBDO New York President-CEO John Osborn said he came to understand the brand's power during the pitch. "They're an inspirational brand and they're purpose based," he said.
American Family Insurance's relationships with CommonGround and media agency Mindshare will not be affected.
On whether or not AFI will advertise in the upcoming Super Bowl, during which it ran regional spots last year, Ms. Yancy said only, "Stay tuned."