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BtoB

BtoB's Best - Integrated Campaign (more than $200,000): Progressive Commercial

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Progressive Commercial Agency: Arnold Worldwide, Boston Campaign: “Businesses” Launch date: April 2012 Creative credits: Radio copywriter: Caroline Foss; creative directors: Sean McBride, Josh Tetrault; TV art director: Meg O'Connell; copywriter: Brian Hayes; creative directors: Sean McBride, Josh Tetrault; social art director: Alyssa Wilson; copywriter: Caroline Foss; creative directors: Sean McBride, Josh Tetrault; print art director: Alyssa Wilson; copywriter: Caroline Foss; creative directors: Sean McBride, Josh Tetrault Why we liked it: A recurring character that personifies a brand is a longstanding advertising tradition that still works well when used appropriately. Case in point: Progressive's integrated campaign for its commercial coverage. Small-business owners may recognize Flo, the quirky, perky Progressive spokeswoman, from the insurer's consumer campaigns. In this effort, Flo goes all-out to help the company's business customers, working alongside a plumber under a sink, lugging shrubbery with a landscaper and even, to amusing effect, yelling out orders in Korean while working at a barbecue food truck.
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