CLIENT
The General.
Mary Strength, Director, User Experience & Brand Strategy
Kale Sligh, VP, Director, Marketing
Taylor Martin, Manager, Brand Strategy
AGENCY
Larry Gies, Chief Strategy Officer
Shannon Smiley, SVP, Group Strategy Director
Mike Razim, VP, Strategy Director
Chelsea Henricks, Social Strategy Director
Greg Morrison, SVP, Client Service Director
Cassidy Buzin, SVP, Creative Director
Jon Leachman, VP, Creative Director
Josh Gross, EVP, Chief Creative Officer
Anna Bleers, EVP, Client Service Director
Daniel Kuypers, SVP, Executive Director of Music
Jeff Davis, SVP, Director of Production
Larry Gies, Senior Producer
Tony Marzano, Senior Copywriter
Allessandra Coloma, Art Director
Juan Roman, Account Director
Lizzie Graft, Assistant Account Executive
Julia Cwiklowski, Project Manager
Casey Cobler, VP, Managing Editor
Performics
Raychel Fensterstock, VP, Integration Client Solutions
Spool
Megan Godfrey, Marketing Director
IdeaQuest
Jon Levine, SVP, Head of Consulting
SUMMARY
The General Auto Insurance is dedicated to people who can’t get a standard insurance policy, but many of them only consider the big brands. So we developed a new positioning and campaign designed to demonstrate that The General understands and provides what these drivers really need: a break. We relaunched our brand character and took him into pop culture, giving a break to everybody from Bad Luck Brian to Jordana Brewster, to musicians on TikTok. As a result, we drove the brand’s highest consideration levels and smashed our sales goals.
