Progressive Signs Ogilvy for Indie Agents

CHICAGO Progressive Corp. has tapped WPP Group’s Ogilvy & Mather to develop a brand strategy for its network of independent insurance agents following a review, a company representative confirmed.

Sources pegged annual billings at $25-30 million. The rep for the Mayfield Village, Ohio, company declined to confirm that figure. An Ogilvy representative could not be reached.

The Progressive rep declined to give a timetable for work from Ogilvy’s New York office. “The overriding objective is to continue to build the brand with these constituencies [agents and their customers] and grow this area of the business,” the rep said.

Independent Doner in Southfield, Mich., which continues to advertise Progressive’s direct sales via phone and the Internet, did not compete in the review won by Ogilvy. Progressive in June 2002 hired Grey Global Group division G. Whiz for a $5-10 million creative assignment targeting teenagers following a review.

Progressive spent $135 million ads in 2002, according to TNS Media Intelligence/CMR.