Insurers Get the Urge to Search

by Jamel D. Nelson , AdForum

Don't look now but insurers that collectively spend more than $200 million in media annually are in the midst of creative searches.

New York Life was the latest to surface, after Adweek broke news of searches by Humana and MetLife. Humana is the biggest media spender of the three at $80 million a year, followed by New York Life at $75 million, and MetLife at $50 million.

The incumbents on Humana and New York Life are Rapp and Havas Worldwide, respectively, while Crispin Porter + Bogusky handles MetLife. Rapp and Havas are defending, but Crispin is not. Each contest is expected to conclude by June.

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