Northwestern Mutual Picks a New Lead Agency

The company spent about $50 million in media last year.

Northwestern Mutual has found a new lead creative agency.

GSD&M landed the assignment after a review, according to sources. The company spent nearly $50 million in media last year, according to Kantar Media.

Four other shops vied for the account. Sources identified the others as mcgarrybowen in Chicago, Deutsch in New York, TBWA\Chiat\Day in New York and The Distillery Project in Chicago.

The winner succeeds Olson, an independent in Minneapolis that did not defend. Olson has handled the account since 2010.

GSD&M referred calls to Northwestern Mutual, which could not immediately be reached. But sources said that the company had told contenders of its selection. The new agency's first work is expected in the fall.

Media responsibilities were not in play and remain at Publicis Groupe's Spark in Chicago.