MassMutual taps Grey as new lead creative AOR

(Grey Wins MassMutual Account)

Massachusetts Mutual Life Insurance Company (MassMutual) today announced that it has chosen Grey as its new lead creative agency of record, following a competitive 4-week review.

MassMutual recently redesigned a future-forward marketing model and, as a part of doing so, embarked on finding a new creative partner (in the middle of the pandemic).

“Grey showed us what I believe all marketing leaders are hungry for: the power of proprietary data-driven rigor sitting within a creative agency.

Jennifer Halloran, MassMutual Head of Marketing and Brand.

“Their ability to intertwine the research to influence creative showed us a unique approach to find a voice in our category, which frankly can be a challenge,” added Halloran. “We had immediate chemistry with their team and were impressed with their deep bench of experience, flexible way of working, and of course, their consistent portfolio of work for clients such as Gillette and Volvo. We can’t wait to get started together.”

Grey’s flagship New York headquarters will lead the business and be responsible for brand advertising, strategy, and integrated marketing efforts across channels.

“We learned a lot about the team at MassMutual simply by how they conducted this review, so it’s easy to see why they are consistently ranked among the world’s most admired companies,” said Cory Berger, Global CMO of Grey. “We’re thrilled to add this iconic brand to the Grey family and look forward to partnering with Jennifer and her team to enhance their growth and success in the years ahead.”

The win is part of a strong recent new business performance for the Grey network that includes assignments from Procter & Gamble, Netflix, Pfizer, Adidas, Medtronic, Nestle’ and YouTube.