Independent Duncan/Channon has been hired for creative chores by direct-to-consumer auto insurer Esurance following a review.
The client had previously handled most of its creative assignment in-house, collaborating with Special Agent Productions (formerly Wildbrain) on TV spots. Havas’ MPG in New York retains the national TV buying portion of the account.
Esurance spent more than $70 million last year in domestic measured media and $66 million though the first eight months of 2009.
Duncan/Channon becomes the steward of the brand’s animated, pink-haired, action-hero-type icon Erin Esurance.
“Erin will continue to play an important role in our advertising, as she is a defining representation of our brand, but the message around her will evolve,” said client chief marketing officer John Swigart.
Swigart praised Duncan/Channon’s strategic thinking and creative concepts. Those attributes, combined with the general chemistry between agency and client, precipitated its selection, he said.
Added agency general manager Andy Berkenfield: “It was an exhaustive process, but in the end our original approach to their very competitive business was the best fit. We see tremendous possibilities for this innovative brand.”
The shop’s first work for Esurance based on existing concepts will debut late December, with its first entirely new campaign bowing early next spring.