“Our target market is the affluent and mass affluent who are heavy consumers of digital media, so it’s about meeting our potential clients where they already are,” said Stacy Housman, manager of public communications at Ameriprise Financial.
Saatchi & Saatchi was the financial services company’s previous AOR, she said.
The first creative from the partnership will debut in early 2010.
“R/GA brought some fresh and creative ideas that will evolve our brand messaging without sacrificing the brand equity we’ve built up since we spun off from American Express in 2005,” Housman added.
Housman wouldn’t comment on whether there was an RFP, how many agencies were involved or the length or size of the agreement.