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Arnold Wins $250 Million Progressive Insurance Ad Account

Boston Agency Beats Out GSD&M, Euro RSCG and McKinney

By Published on .

NEW YORK (AdAge.com) -- Auto insurer Progressive Direct Group of Insurance Cos. has awarded its $250 million creative advertising account to Havas' Arnold, Boston.
Progressive has recently announced price cuts and and an increase in advertising.
Progressive has recently announced price cuts and and an increase in advertising.

Contenders
The other finalists in the insurance company's review were Omnicom Group's GSD&M, Austin, Texas, and two other agencies owned by Havas: McKinney, Durham, N.C., and Euro RSCG, New York.

The incumbent was independent Doner, Southfield, Mich., which did not defend.

The review was managed by Roth Associates, New York.

Progressive has recently promised to jump-start growth by cutting prices and by increasing advertising. The Mayfield Village, Ohio-based marketer is locked in a bruising war with the likes of Geico and Allstate, its closest rivals in the car-insurance business. Spending in the category has already been on the upswing, growing more than 20% between 2004 and 2005.
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