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Rating:Ameriprise Picks a New Ad Agency Not Rated 4.0 Email Routing List Email & Route  Print Print
Wednesday, December 02, 2009

Ameriprise Picks a New Ad Agency

by: Armie Margaret Lee

Ameriprise Financial, which owns RiverSource Investments and is currently in the process of acquiring the long-term asset management business of Columbia Management, has tapped R/GA as its new creative agency of record, The New York Times reports.

Saatchi & Saatchi had served as Ameriprise's agency for the past four years.

Ameriprise also switched agencies for media planning and buying. The firm tapped R/GA and its sister firm, Initiative for the job, which was previously handled by Mindshare.

Ameriprise will launch an R/GA-created ad campaign in the new year, Ameriprise chief marketing officer Kim Sharan told The Times.

It was unclear whether the new campaign will include Ameriprise's asset management business.

RiverSource Investments launched its first ad campaign in February 2007. The Columbia deal is set to close in the spring, and the combined asset management organization will bear the Columbia name. 

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