Ogilvy Wins Creative Duties for UnitedHealthcare

Agency Working Hard to Pick Up North American Operations Under New Leadership

By Published on .

NEW YORK (AdAge.com) -- Ogilvy, New York, has picked up creative duties for health-care giant UnitedHealthcare following a four-month pitch.

The account was most recently parked at Interpublic Group of Cos.' Deutsch, Los Angeles, which now handles creative duties for United rival Wellpoint.

Parent UnitedHealth Group spent close to $40 million on U.S. measured media in 2008, according to TNS Media Intelligence data, the bulk of it to market its UnitedHealthcare brand.

OgilvyOne's managing director, Harvey Kipni,s led the lengthy pitch process, and the WPP shop triumphed over three shops in the final round: Interpublic's Campbell Mithun; Omnicom Group's Martin/Williams; and Rubin Postaer Associates, or RPA, according to an internal memo circulated by Carla Hendra, Ogilvy North America CEO and New York office chairman. The search was managed by Santa Monica, Calif.-based consultancy Select Resources International.

Drastic measures
Chris Gibson, chief marketing officer for UnitedHealthcare, noted in a statement: "Ogilvy brought together an experienced team committed to bringing us best-in-class discipline expertise across all marketing channels."

Under the leadership of new global CEO Miles Young, Ogilvy is undertaking drastic measures to get the agency's ailing North American operations back on course -- most notably an executive shake-up that saw John Seifert named North American head, and moves earlier this month that dismantled a longtime co-management structure in the New York office.

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