Most players in the life insurance segment have lately decided to look at new partners for their communication responsibilities. Joining the league of the newly wedded is MetLife India (Metropolitan Life Insurance Company). The company has decided to award its Rs 17-18-crore integrated advertising responsibilities to McCann Erickson.
MetLife called for a pitch in August. There were five agencies in the fray and the list included McCann Erickson, Grey WorldWide and J Walter Thompson. The company had finally short-listed JWT and McCann Erickson. For the record, Enterprise was handling both the media and creative businesses of the insurance major.
Speaking on what worked in McCann’s favour, Gaurav Suri, Director Marketing, MetLife India, remarks, “McCann scored over others in their strategy presentation and past credentials. Moreover, McCann’s philosophy of ‘customer first’ was the main clincher as it was perfectly in sync with our ideology. We hope to take brand MetLife forward with our new agency’s fresh ideas.”
MetLife was licensed to sell insurance in India in August 2001. Operating under the ‘MetLife India’ brand, the Indian affiliate offers a range of products, embedding the message of ‘financial freedom for everyone’ in its communication. Headquartered in Bangalore, MetLife India has outfits in nine cities and an additional 1000 outreach points run by distribution channel partners.