- David Gianatasio

NEW YORK Auto insurance firm Direct General has consolidated its advertising, media, interactive and public relations chores with independent Cramer-Krasselt following a review.

The work had been split among various shops, and the client spent slightly more than $12 million last year in major measured media, per Nielsen Monitor-Plus. Factoring in non-traditional media chores and PR, the assignment is worth close to $20 million annually.

Based in Nashville, Direct General provides insurance to high-risk and low-income consumers.

Craig Hamway, evp, marketing and business development said C-K was chosen because "they gave us an insight into our target, what they're going through right now and how to talk to them differently. Plus, they were able to display a seamlessly integrated marketing plan across a full range of disciplines."
 
The Bedford Group, an Atlanta-based consultancy, led the review process. C-K's New York office will handle the assignment. New work will break in the second quarter. Other contenders were not disclosed. C-K had not previously been on the client's roster.

Jeff Johnson, evp, gm of C-K N.Y., said: "We need to change the category conversation and capitalize on the increasing number of people shopping around for cheaper car insurance and drive immediate leads to get quotes."

Johnson said eschewing the usual spokescharacter trappings of the category (no doubt a dig at Geico) would be paramount.