New York Life has selected a new lead creative agency, a week after final presentations.
Euro RSCG will succeed Taxi on the business. Taxi, which has handled the account since 2007, did not defend.
Last year, New York Life spent about $35 million in media, down from $43 million in 2009, according to Nielsen.
The other finalists for the assignment were TBWA\Chiat\Day in New York and Carmichael Lynch in Minneapolis.
Terry Dukes, a group account director at Euro RSCG who most recently worked on ExxonMobil, will manage the New York Life account, according to Matt Ryan, co-chairman of the agency's New York office. The agency's first work, which is expected in early 2012, will likely include ideas from the winning pitch.
Ryan described New York Life as a "classic American brand," adding, "It's sort of the definition of blue chip to work for a company like this."
The review did not include the company's media business, which remains at TargetCast, nor its digital marketing responsibilities, now at SapientNitro. Roth Associates in New York managed the search.