Northwestern Mutual Names GSD&M Its Creative Agency

Internally Led Review Began in March

By Published on .

Life insurance and financial services company Northwestern Mutual has named Omnicom's GSD&M its new lead agency following a review that began in March.

The account had been handled by Olson, the independent Minneapolis-based agency, since early 2010, but the shop did not defend the business. The review was led internally.

Northwestern Mutual's media agency, Publicis Groupe's Spark, is not affected by the change.

It wasn't immediately clear when new work from GSD&M would begin to appear. The agency declined to comment and Northwestern Mutual did not respond to a request for comment.

A spokeswoman at Northwestern Mutual said when the review began that creative plans for the year weren't entirely set in stone. "In terms of our 2014 creative, it has not been determined that we would stay only with the previous work that has been developed," she said.

For GSD&M, the win is the second in just over a month. In late may, the Austin-based agency picked up media planning and buying and select creative projects for Chipotle.

Northwestern Mutual spent nearly $40 million on U.S. measured media in the first nine months of 2013, according to Kantar Media. It spent $50.4 million in 2012 as a whole and $39.5 million in 2011.

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