Vanguard Group has selected MDC Partners’ Kirshenbaum Bond Senecal + Partners as its lead agency, replacing WPP Group’s Y&R Brands and MediaCom.
The review, which was handled by consultancy Select Resources International, included the incumbents, plus independents The Richards Group and MMB.
In 2008, the mutual funds and annuity provider spent $31 million in domestic measured media, nearly double the $17 million the company spent in 2007, per Nielsen. From January through May of this year, Vanguard spent $13 million on ads. Online spending is not included in those amounts.
Vanguard confirmed the review in July. In mid-August, Lori Senecal (shown above), president of McCann Erickson New York, was chosen to lead Kirshenbaum Bond + Partners, which was renamed to reflect that management change.
“Vanguard is an exceptional company with a superior understanding of the value of integration and innovative media,” Senecal, president, CEO, KBS+P, said in a statement. “We couldn’t be more excited about our new partnership.”