Ad Age Audio Report

Ad Age Interviews the Geico Gecko

Editor Jonah Bloom Goes One-on-One With Famed Lizard

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NEW YORK (AdAge.com) -- Voted one of the country's top two favorite commercial icons and credited with triggering an advertising war in the auto-insurance market, Geico's gecko has become one of the most effective brand icons ever. In an effort to investigate the phenomenon that has driven Geico's double-digit market-share gain, Ad Age editor Jonah Bloom wrangled an interview with the actor who is responsible for projecting the famed lizard's persona.

Geico, which is headquartered in Washington, is a subsidiary of Warren Buffett's Berkshire Hathaway and is an acronym for Government Employees Insurance Co. Originally, it was a low-profile marketing operation aimed at groups such as government employees and military personnel. But its switch to high-profile marketing campaigns using its acronym and the gecko icon it created has made it one of the country's most widely recognized insurance brands.

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