Progressive CMO ‘Asked to Leave’

Progressive Insurance’s chief marketing officer, Larry Bloomenkranz, has left the company at the CEO’s request.

According to a statement from the company, Progressive CEO and president Glenn Renwick asked Bloomenkranz (pictured) to step down last month. “Renwick emphasized that this change does not reflect a change in Progressive’s marketing strategies or branding efforts which, he noted, have improved substantially in the last several years,” according to the statement.

Added Renwick in the statement: “While I am proud of the progress we have made, I have determined that we need a change in the leadership of our internal marketing group to assure that we continue to attain even greater success. I want to thank Larry for his contributions. He has been an important part of our building momentum and expectations of what we can achieve in marketing and branding.” A Progressive representative declined to elaborate on the statement.
Progressive is now assessing its options, including possibly searching for a new CMO. Bloomenkranz could not be reached for comment. Arnold, Boston, handles Progessive’s advertising.

Bloomenkranz joined Progressive as CMO in March 2008. Previously, he served as president of brand management, advertising and sponsorships at United Parcel Service, a company he joined in 1989.

Progressive spent $376 million on measured media in 2009, per Nielsen. That figure does not include online spending.