Western automobile and homeowners insurance specialist 21st Century Insurance tapped Winkler Advertising to handle its $20 million ad account.
The agency was selected following a review that included several undisclosed shops, according to sources.
Winkler will design a brand strategy for the insurer and craft a campaign that will likely launch in California.
Agency officials said they did not know when the initial work will break, but said the campaign will be television-based and could also include print, online and radio ads.
Agency president Agnieszka Winkler said the account gives the shop a chance to remake an established company and help it succeed in a market dominated by e-commerce.
"The plus is that this is a more traditional kind of company that we'll be having some fun with," Winkler said. "This is a company that's been around 40 years, and they have some ambitious plans for the future. So we'll have a chance to take a good company and make it even better."
Winkler said working with an established company provides creative challenges, too.
"You aren't starting completely from scratch. You have to keep in mind the company's heritage, where new business is going to come from and how to stretch the brand and make it work in the new economy," she said.
Earlier this year, the agency landed ad duties for BravoGifts.com, provider of gifts for business occasions. Overall, it has added $50 million worth of new business this year. K