Progressive Insurance is the third-largest vehicle insurance company in America, with roughly 70% of its policies sold through independent agents and brokers and 30% sold online or by phone.
The company had recently renamed the agent-to-customer business Drive Insurance from Progressive and the direct-to-customer business Progressive Direct. However, after 18 months in the market there was concern over the results of having done so. Facing an increasingly competitive environment, executive management at Progressive realized the need for a Brand Strategy that aligned with the aggressive growth objectives of their Business Strategy. This meant the Brand must drive customers to buy the various types of insurance Progressive sells through all channels.
We were engaged to lead a high level management team and their agencies in understanding how customers perceived the two brands, whether there should be one Progressive brand regardless of the channel, and determining how the company wants customers to view its brands in the future. This included discovering insights into key customer segments and creating an emotionally-based Brand Promise that was believable, compelling and distinct.
To ensure the customer’s experience with the Progressive brand was consistent with the Brand Strategy, we participated in the internal implementation of the strategy, and worked with multiple agencies to develop external communications.
- Glenn Renwick, President and Chief Executive Officer
- John Barbagallo, Agency Group President
- John Sauerland, Direct Group President
- Greg Trapp, Auto Group Business Leader
- Brian Silva, Group Director, Commercial Auto Business
- Dave Skove, Director of Drive Brand
- Dave Pratt, Direct Marketing Leader
- Chris Owen, Advertising Director
- Valerie Krasowski, General Manager, Special Lines
- Richard Watts, Group President, Sales and Service