Why Progressive’s Flo and Friends Trounce That Talking Lizard

CMO Jeff Charney says human characters are more 'relatable' mascots—and he's got 15 to prove that


Eleven years ago, actress Stephanie Courtney sat down for an interview with Atlanta’s WSB-TV. Fresh off a stint with the Groundlings improvisational troupe in L.A., she had recently been cast as Flo, the ever-smiling, retro-bobbed customer service rep for Progressive insurance.

@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.