Steve’s breakdown: Roth Associates have been pretty tight liped about this one which I knew about weeks ago but could not disclose because of confidentiality agreements I have with search consultants and the universe.

I do have this tip for you. If you want to get in this pitch, make sure your Roth agency profile is up to date.

NEW YORK, NY: New York Life is in the early stages of a review of its creative business.

The life insurance company spent nearly $35 million in media last year, down 19 percent from its 2009 total of $43 million, according to Nielsen. Those figures don’t include online spending.

Roth Associates in New York is managing the search. It was not immediately clear if the incumbent, Taxi in New York, is defending. Roth did not return messages and Taxi referred calls to New York Life, which had no immediate comment.

New York Life’s media planning and buying business is not part of the review and remains at TargetCast in New York.

Beyond life insurance, New York Life offers annuities, mutual funds, investment planning and long-term care insurance. The 166-year-old company is based in New York.

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