NEW YORK: AFLAC has made its long-awaited choice of an agency of record, tapping GCI Group for a campaign that will attempt to build on the success of its duck-centric ad effort.
NEW YORK: AFLAC has made its long-awaited choice of an agency of
record, tapping GCI Group for a campaign that will attempt to build on
the success of its duck-centric ad effort.
Though officials at both AFLAC and GCI declined to discuss numbers, a
source close to the deal said the account was worth close to $1 million
annually. The source added that GCI bested BSMG and Fleishman-Hillard
for the business. AFLAC president and CEO Daniel Amos said GCI was the
most well-rounded of the agencies considered.
AFLAC previously worked with Cohn & Wolfe’s Atlanta outpost, though the
firm was never formally given the agency-of-record designation. The
company refused to identify other firms that it has used on a project
Insuring more than 40 million people worldwide, AFLAC has charged GCI
with raising its profile. Kaplan Thaler Group, a NY-based ad agency, was
brought in by the company last year and developed the AFLAC
quacking-duck TV ads, which debuted this May. Bob Pearson, president of
GCI/North America, said his team will work closely with Kaplan as well
as Atlanta’s Fitzgerald & Co., which handles all of AFLAC’s print
A 10-strong GCI team will lead the account from NY with support from the
firm’s Atlanta office and GCI BoxenbaumGrates.