Aegon Direct Marketing Services Inc. closed a three-month review in favor of Deutsch New York as agency of record for its critical illness insurance product that is underwritten by Stonebridge Life Insurance Co.
Deutsch, which is part of the Interpublic Group of Companies Inc., competed with an undisclosed number of agencies for the account. Spend wasn’t disclosed.
As part of its mandate, Deutsch will position Stonebridge Life’s critical illness insurance as a must-have product. The agency claims about 50 percent of U.S. bankruptcies are because of the financial burdens imposed by a critical illness.
The agency is responsible for integrated direct, interactive, search engine marketing, relationship marketing, media planning, direct response television, Web site development and redesign, and public relations. The directDeutsch, iDeutsch, deutschMedia and Deutsch PR will handle.
Aegon Direct Marketing Services, formerly was known as J.C. Penney Direct Marketing Services, in 2001 was sold for $1.3 billion to Dutch insurer Aegon. The company today is a $2.3 billion direct to consumer seller of life and supplemental health insurance products as well as fee-based programs. It has more than 20 million customers worldwide.
