Safety Nears End Zone




BOSTON-Safety Insurance this week is expected to select an agency to handle its advertising account.
Three contenders made final presentations to the Boston-based client, which does not currently have a shop on retainer, sources said.
CC and D Communications, Gearon Hoffman and Wallwork Curry Sandler, all in Boston, are vying for the assignment, worth $500,000-1 million in annual billings, according to sources.
Campaigns will target Bay State consumers and likely consist of direct materials and print ads for industry journals, local newspapers and magazines, sources said. A broadcast component is also possible, sources said.
Safety Insurance, an automobile specialist handling about $500 million in policies, has done little or no advertising in the recent past.
The client is seeking to boost its image among consumers and agents in the wake of heightened competition from regional providers such as Amica and Arbella, both of which have launched campaigns in the past few years, sources said.
CC and D, Wallwork Curry and Gearon Hoffman were invited to make presentations in part because of their relatively small size-the client does not want its account to be overlooked at a larger agency-and their familiarity with insurance and financial clients, sources said.
Wallwork Curry has worked for Sun Life of Canada and Neighborhood Health Plan, while Gearon Hoffman has notable category experience with its work for Allmerica Insurance.
CC and D is seen as something of a long shot, mainly because of its self-proclaimed financial woes in a letter recently sent to creditors [Adweek, May 10].