MassMutual appoints WPP's Grey as agency of record
Financial services company undertook a four-week review after mutually agreeing to part with Johannes Leonardo
MassMutual has named WPP’s Grey as its new creative agency record after a four-week review conducted with the help of New York-based consultancy Sunday Dinner. Johannes Leonardo had been the life insurance company’s AOR for four years, before the two mutually agreed to part ways.
Other agencies competing with Grey in the review were McCann New York and Miami-based GUT.
Last year, MassMutual, which relaunched its brand five years ago, took a step back and revaluated its needs from a business and brand strategy perspective, while also growing its in-house marketing team, says Jennifer Halloran, head of marketing and brand at MassMutual.
One aspect the team focused on during the review, was finding an agency that could provide data-driven results along with the creative work.“We resonated with the measurable impact of their [Grey] creative work, which is where we're taking our brand right now,” Halloran tells Ad Age. “Brands are putting all a lot of onus on our media and network partners to help us with proprietary data-driven type of insights, and the work that Grey came to us with around their data, research, strategy and customer perspective was really powerful for us, and was a gap that we have with our internal teams.”
Another aspect that resonated with the 170-year-old company was Grey’s experience working with heritage brands and businesses that are moving at the same “maturity level” as MassMutual, five years after its brand relaunch.