Aflac to review marketing account

Insurance giant Aflac has put its marketing account into review. The incumbent agency, The Kaplan Thaler Group, will not take part.

Neither company would comment on the pending review. In a statement, Aflac said it was "looking to leverage our marketing investment in the most effective, efficient and creative manner to ensure relevance across all channels to fully support our sales efforts."

Select Resources International will conduct the review.

In its statement, Kaplan Thaler said its "policy is to not participate in reviews for current accounts." The company has worked with Aflac for 10 years, creating its famous duck mascot that will remain a focal point in its creative, according to statements from both companies.

Aflac's direct efforts include its "Aflacts" campaign, featuring online advertising and social media, which it launched in May. Kaplan Thaler was the lead agency on the effort, with Fitzgerald & Co. handling media. The Zimmerman Agency worked on the social media aspects, while Conexion added a Hispanic-targeted version.