New York Life Taps 3 Agencies for Integrated Campaign to Reach Millennials and Gen Xers

Anomaly, MediaVest, Weber Shandwick will collaborate

Completing a review process that started in the spring, New York Life has hired three agencies to help the financial services brand expand its appeal among millennial and Gen X consumers.

The company tapped Anomaly, MediaVest and Weber Shandwick for creative, media and marketing communications/PR, respectively, a New York Life representative confirmed late Monday. Those agencies will now collaborate on an integrated campaign for next year.

Havas Worldwide was the creative incumbent, while Assembly handled media planning and buying. Digital duties remain in play. Consulting firm Roth Observatory has been guiding the review process.

All told, New York Life spends $75 million annually on domestic advertising, per Kantar Media.

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

As millennials age and increasingly begin to consider making big financial decisions, the competition for their business has been heating up among providers.

A key New York Life competitor, MetLife, recently made a pair of agency moves of its own, choosing Argonaut for creative and MEC for media on its nearly $100 million account.