CME Pulls Curtain From St. Paul

Campbell Mithun Esty uses a girl petting a rhinoceros as a metaphor to express the core values of the St. Paul Companies in the insurance company’s first-ever branding campaign.
Though founded almost 150 years ago, the St. Paul, Minn.-based insurer is unknown to most Americans, said Bruce Martin, the company’s vice president of corporate marketing. That wouldn’t do, he said, in an increasingly competitive industry.
“Without us establishing a recognizable position and brand, we put our [sales representatives] in a place [where they have] to sell who we are in addition to [selling] the product,” he said.