Progressive Moves On

Progressive Insurance has placed its estimated $70 million account into review, ending a brief relationship with New York’s Arnell Group Brand Consulting.
The Cleveland auto insurer has contacted shops in the Midwest, East and Southwest. It plans to spend approximately $50 million on TV and radio advertising and $20 million on direct mail and sports sponsorships.
The company wants an agency that has more experience in direct response advertising, as it sells insurance through an 800 number, and one that can better leverage the brand through Progressive’s network of 30,000 independent agents, company representative Leslie Kolleda said.
Besides direct response TV work, the client is eyeing radio, print and outdoor ads, co-op materials for agents and direct mail.