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INSURANCE COMPANY PROGRESSIVE NARROWS REVIEW

Three Advance in Branding Effort Aimed at Teens

By Published on .

NEW YORK (AdAge.com) -- Progressive Insurance, Mayfield Village, Ohio, has narrowed the review for its teen-driver initiative to three finalists, executives close to the review said.

Those advancing are DiMassimo Brand Advertising and Grey Global Group's G Whiz, both New York, and Odiorne Wilde Narraway & Partners, San Francisco.

Progressive had

Related Story:
INSURANCE COMPANY SEEKS AGENCY FOR TEEN WORK
Will Explore Brand Loyalty With First-Time Drivers
no immediate comment.

The effort, which is targeted at first-time teen drivers in an attempt to create brand loyalty in future years, is incremental to the general account, handled by Doner, Southfield, Mich.

Billings were estimated at $15 million to $25 million over five years by those close to the review.

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