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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.
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