Kowloon Branches Out

Jack in the Box Agency Adds ECoverage.com
LOS ANGELES–Jack is getting some company.
Kowloon Wholesale Seafood Co., the oddly named agency which has focused entirely on advertising for Jack in the Box restaurants since its founding more than two years ago, has added online insurance provider eCoverage.com as a client. The account is worth an estimated $50 million.
A launch campaign breaks this week with print ads in The Wall Street Journal, Financial Times and The New York Times. The effort is designed to be “a shot across the bow” of the insurance industry, said Patrick Adams, managing director of the Santa Monica, Calif., agency. The ads allude to eCoverage’s desire to “put the insurance industry on notice,” he said, declining to elaborate.
The consumer portion of the campaign–including TV, radio and magazine ads–will break in late October. TBS Media Management, Los Angeles, is handling media chores.
“[The client] understands the need for branding, and they liked the work we’ve done for Jack in the Box,” said Dick Sittig, president of the 10-person shop, which was chosen for the business after a review of undisclosed contenders.
ECoverage, which is backed by Softbank Technology Ventures, the investor group behind E*Trade and E-Loan, claims to be the only full-service online insurance company, “from quote to claim.”
“Most online insurance companies are mere portals as well as lead generators for bricks-and-mortar companies,” said Shirley Gines, a representative of the San Francisco-based client.