NEW YORK -- Progressive Corp. has launched a search for an agency to handle a new creative assignment that will target college-aged drivers, according to Roth Associates, which is managing the search. Billings are estimated at $5 million.
In June, Progressive tapped Grey Global Group's G Whiz for another new assignment, which was designed to raise brand awareness among teen-agers. That account, said to be for five years, carried total billings of $5-10 million.
Now the Mayfield Village, Ohio company is targeting 21- to 23-year-olds, with the goal of getting them to pick Progressive as their car insurance provider. As such, it is particularly interested in shops with experience marketing to college-aged consumers, said Richard Roth of the New York-based Roth Associates.
Roth is preparing an request for proposals, which should be ready in about a month. The client hopes to select an agency by the end of October.
Progressive's lead agency is Doner in Southfield, Mich. All tolled, the company spent about $135 million in measured media last year, according to CMR. In the first five months of 2002, spending was more than $50 million.