New York Life taps Berlin Cameron for $30m business

- The New York Life Insurance Company has appointed Berlin Cameron & Partners to its $30 million (£19 million) account following a competitive pitch.

- The New York Life Insurance Company has appointed Berlin Cameron & Partners to its $30 million (£19 million) account following a competitive pitch.

Berlin pitched against Ammirati Puris Lintas and Grace & Rothschild, both out of New York, to win the business, which has previously been held by TBWA/Chiat/Day.

TBWA had been the incumbent on the account for 12 years and although it did repitch, it failed to make it to onto the shortlist.

In a statement, Elizabeth Krupnick, a spokeswoman for New York Life, said: "After carefully reviewing an extremely talented group of agencies, we are very excited about our decision to retain Berlin Cameron to implement a strategy based on their creative thinking. Given the principals' outstanding reputation in the advertising industry, our expectations were high and they were surpassed."

NY Life is also conducting a media review, although a decision has yet to be reached. It is understood that the account is being contested by incumbent DeWitt Media, New York, and both APL and Grace.





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