Pacific Life, the 160-year-old American insurance and financial services company, has named Austin-based agency GSD&M as its Agency of Record (AOR) following a competitive review.
This appointment marks a significant milestone for Pacific Life, as it’s the company’s first formal AOR relationship. The brand, known for offering life insurance, annuities, and workplace benefits, will now lean on GSD&M to lead creative development, strategic planning, media buying and planning, and social efforts.
The agency’s first campaign for Pacific Life is expected to launch in August 2025.
GSD&M’s win was credited to its strong strategic thinking, integrated capabilities, and a cultural alignment with the Pacific Life team. The agency, which has a track record of building iconic, values-driven campaigns, also counts brands like Corona, Capital One, Dodge, and Southwest Airlines among its roster of clients.
The partnership signals a new chapter for Pacific Life as it looks to evolve its marketing approach and deepen its connection with customers through a more cohesive and contemporary brand presence.
