Hub Insurer Plymouth Rock Invests in N.Y. Creative Agency

NEW YORK-DiMassimo here has won the estimated $2-5 million image advertising account of Plymouth Rock Assurance in Boston.
The creative boutique was awarded the business after the insurance provider held a competitive review to select its first ad agency. DiMassimo competed against McKay Fried & Partners and Commonwealth Creative Group, both in Boston.
“We were impressed with DiMassimo’s ability to turn brands into icons, and we expect them to be an idea partner for us,” said Plymouth marketing manager Ed Naya.
“Plymouth Rock has reached a critical mass, and we’re excited about partnering with them in their initial branding efforts,” said agency president Mark DiMassimo.
The shop was tapped to create the first ad campaign for Plymouth based on a strategy developed by the client. DiMassimo will handle media planning and buying as well as creative duties, Naya said.
The agency’s first assignment is to lay the groundwork for the new campaign by creating a brand personality for the client. Naya declined to disclose any details about the effort.
Plymouth competes in the Massachusetts auto insurance market against companies such as market leader Commerce Insurance and Arbella Insurance.
Plymouth Rock Assurance is one of several car and home insurance companies that operates under the umbrella of holding company Plymouth Rock. Other divisions include Palisades Safety & Insurance, Pilgrim Insurance and Direct Response.