American Family Insurance has handed its advertising account, thought to be worth over $100m, to BBDO.
The appointment, which saw the agency beat out Grey in the final stages of the two month review process, will see BBDO become the insurance company's national creative agency of record.
According to BBDO, the client was looking for a fresh campaign approach which would differentiate it from competitors.
Telisa Yancy, Vice President of marketing for American Family Insurance said that the company was looking forward to working with the agency to "change the mindset" of consumer towards insurance.
The incumbent, Ogilvy & Mather Chicago resigned the account earlier this year after winning a space on the Nationwide roster.
BBDO will strategically work with Mindshare and Commonground going forward on the account.