The General Chooses Energy BBDO as Its Creative AOR, but Will Still Work With Shaq

Insurance provider The General, a subsidiary of American Family Insurance, is moving on from its relationship with Highdive, hiring Energy BBDO as its new agency of record after a competitive pitch process and a review that started in February. Energy BBDO will continue to work with The General’s ambassador, Shaquille O’Neal, who became a customer while in college at LSU and has been featured in the brand’s most recent campaigns. The account will be led out of Energy BBDO’s Chicago office, with ongoing collaboration from BBDO New York, which currently serves as AOR for American Family Insurance. “As a leader in the non-standard insurance space, we were looking for a partner who could bring new meaning to our brand and character through a performance-driven, digital-first mindset,” Kale Sligh, vp of marketing at The General told Adweek. “Finding a partner with strong capabilities and collaborative style was critical to accelerate our transformation journey.” The General has undergone a substantial brand reinvention recently. The 60-year-old brand lifted itself up from late-night television cheesiness to a legitimate mainstream advertiser over the last two years with smart campaigns by agency Highdive, utilizing O’Neal along with other celebrities, including Michael Buffer and Montell Jordan. Sligh said that the campaigns from Highdive helped with The General’s rebrand and tackled misperceptions of the insurance company in a way that its customers and future customers would find endearing. “We saw great success with the campaigns we created with Highdive. We’re looking forward to partnering with Energy BBDO to keep the momentum going as we continue pushing our brand forward in new and exciting ways,” said Sligh, adding that the brand is energized to continue to work with O’Neal moving forward. Energy BBDO’s first campaign work is set to launch by the end of 2022. “From our first meeting, we were inspired by the deeply empathetic approach that The General takes to supporting its customers,” said Jeff Adkins, president and CEO of Energy BBDO in a statement. “The company has kept people on the road for nearly 60 years, finding new and innovative solutions to give people a break when they need it most. We can’t wait to partner with The General team to fulfill that ambition.” Sligh added that, with the help of Energy BBDO, the company’s upcoming creative will focus on the ways that The General gives people a break when they need it most. “We are thrilled to continue to grow our partnership with American Family Insurance,” said David Lubars, worldwide CCO of BBDO in a statement. “The General is a fantastic organization with a strong heritage, we look forward to collaborating with the team to deliver business and brand-building work together.” Highdive co-founder and chief creative officer Mark Gross said in a statement: “We’re incredibly proud of the brand transformation we developed with The General including both the strategic and creative work. Ultimately, the relationship wasn’t the right fit for us, so Highdive madethe difficult decision to part ways. We wish The General and their new agency the very best.” The General Pairs Montell Jordan and Michael Buffer With Shaq in Latest Campaign From Highdive