DDB Chicago Picks Up LifeLock Account

Work for Identity-Theft Protection Company Will Launch in November

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Omnicom's DDB Chicago has been named the agency of record for identity theft protection company LifeLock after a review.

The account was previously at Campbell Ewald, which won the account in October 2013. Search consultant R3:JLB oversaw the process.

The review comes after CMO Ty Shay joined the company in March. "We are excited to have chosen DDB Chicago. We feel they are best suited to help us grow our business given their strategic and creative capabilities," Mr. Shay said in a statement.

Identity theft and security breaches have grabbed headlines in recent years, with big marketers like Target and Home Depot having their data and customer information hacked. Those hacks made millions of consumers' emails and credit card numbers vulnerable and brought identity theft and security breaches to the forefront.

"It seems rarely a day goes by that we, as consumers, don't read about some type of data breach of stolen personal information affecting millions of Americans. LifeLock is a leader in identity theft protection and restoration services, and it is important we help them succeed," said Paul Gunning Chief Executive Officer and President of DDB Chicago in a statement. "This is more of a cause than a campaign. We believe it is important for Americans to take this issue of identity theft seriously and protect themselves as best as possible." DDB's first work will launch in November.

LifeLock in 2014 spent about $98.7 million on U.S. measured media, according to Kantar Media. More than half of that, almost $50 million, was spent on Internet display advertising, while nearly $18 million was spent on cable TV and $13.7 million was spent on network radio. The company spent about $90 million in 2013.

Other work launched by DDB Chicago this year includes broadcast work for Milky Way, which hadn't advertised on TV in about five years and a campaign for 3 Musketeers. The agency also worked on a big digital effort for McDonald's during the Super Bowl, in which the brand gave away every product advertised during the game via Twitter.

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