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$250 Million Progressive Insurance Account in Review

Doner Resigns; Handled Ad Work Since 1999

By Published on . 0

CHICAGO (AdAge.com) -- Progressive Insurance has put its $250 million-plus creative account up for grabs. Doner, Southfield, Mich., resigned the business last night after the Ohio insurance giant hired consultancy Roth Associates to conduct a review.
The incumbent agency, Doner, has handled the Progressive account since 1999.
The incumbent agency, Doner, has handled the Progressive account since 1999.

Since 1999
Independent Doner has been Progressive's agency of record since 1999. During that period, Progressive grew into the No. 2 direct U.S. auto insurer. Sales have grown by about 19% annually during the last three years, to $4.2 billion.

In a statement, Doner CEO Alan Kalter said, "The agency is very proud of the work we've done for Progressive over the years. We've helped them grow their direct business into a $4 billion dollar franchise and created a powerful brand together."

"As one of the largest and most recognized U.S. insurance brands, we are constantly seeking compelling ways to help consumers understand our superior value proposition," Alex Ho, brand development director for Progressive Direct, said in a statement. "We want to review all of our options to ensure future advertising success."

Progressive's measured media spending was $252.4 million in 2005, according to TNS Media Intelligence.

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