New York Life Launches a Creative Agency Review

$74 million account is currently at Havas Worldwide

Another insurance company is launching an agency search: New York Life is reviewing the creative business currently handled by Havas Worldwide, a client rep confirmed.

The largest mutual life insurance company in the U.S. spent $74 million on media in 2014, according to Kantar Media. New York Life follows Humana and MetLife, both of which have started agency reviews of their own in the last month.

While the review covers the business at Havas, the full scope of the agency search has yet to be determined. New York Life has worked with media agency TargetCast—now Assembly.

Havas, then known as Euro RSCG, won New York Life in late 2011, succeeding Taxi, which had handled the account for four years. In that review, managed by Roth Observatory, the other finalists were TBWA\Chiat\Day in New York and Carmichael Lynch in Minneapolis. Roth Observatory is handling the current search as well.

In addition to life insurance, the 170-year-old New York-based company offers annuities, mutual funds, investment planning and long-term care insurance.