LifeLock picks McCann for integrated work

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LifeLock named McCann Erickson West its creative agency of record on April 8. McCann offices in Los Angeles, Salt Lake City and San Francisco will handle creative duties for the Tempe, AZ-based marketer of identity theft insurance.

LifeLock is known for its direct response television spots and billboards prominently featuring the Social Security number of CEO Todd Davis. Direct response efforts will still be central to the company's marketing, said Andrew Wyant, VP of marketing at LifeLock.

“McCann is going to be working on a complete campaign, everything from short-form to digital, outdoor, print, you name it,” he said. “It's a strong, branded campaign with a direct response focus.”

The agency was selected without an RFP, said Wyant.

“Our CMO, Marvin Davis, has had a long relationship with McCann Erickson, so there's definitely a high level of comfort there,” he said. “Because of that long relationship, we felt very confident going directly to McCann Erickson without looking at a lot of other agencies.”

In addition, LifeLock is developing a half-hour infomercial with Script to Screen.

“It should be finished and on the air for testing by June,” Wyant said. “Historically, that type of direct response effort has been developed in-house, but we do supplement it with agencies on an as-needed basis.”

Representatives for McCann could not be immediately reached for comment.

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