Allstate’s creative will be in new hands in the new year. The Chicago area-based insurer has hired Wieden+Kennedy, Portland to begin work on its account starting in 2023, according to people familiar with the matter.
Wieden will replace Droga5, which Allstate brought on in 2020 to lead its creative account.
When asked about the agency switch, an Allstate spokeswoman provided a statement: “Allstate has built a modern in-house creative agency and we continue to partner with outside agencies to augment our capacity and capabilities.”
Droga5 has appeared to take a backseat with Allstate’s recent work, which has included a heavy dose of Mayhem, the mischievous character played by actor Dean Winters. After unveiling Droga5’s new branding campaign for Allstate in 2019, a series of quirky spots meant to communicate the insurer’s ability to shepherd customers safely through COVID-19, Allstate pivoted a year later and brought back Mayhem. Mayhem again returned to the brand’s advertising mix in early 2022 with work that was created wholly in-house, an Allstate spokeswoman told Ad Age at the time, leaving the insurer’s relationship with Droga5 unclear.