Over its three-decade-plus tenure with Martin, Geico has produced such memorable characters that it even created a documentary-style campaign chronicling the efforts last year. Called “Legend of the Lizard,” a 15-minute film highlighted the history of the gecko mascot, who first appeared 26 years ago in Geico’s ads. In late 2023, Geico brought back its Caveman mascot, also conceived with Martin, after a nearly 15-year absence, as part of the lead-up to the gecko work.
But the insurer has been taking a fresh look at its agency relationships lately. In 2023, Geico awarded its media business to IPG Mediabrands, consolidating creative and media under the same holding company. That review ended Geico’s 25-year relationship with Horizon Media.
The review comes in the wake of Omnicom’s Group proposed acquisition of IPG. The IPG spokesperson said the review is not related to the merger. After the holding companies announced the deal in December, they held meetings with clients, according to multiple people close to the situation. These people said most meetings were positive, but added that Geico and Omnicom client State Farm inquired about potential conflicts.
Also read: The latest on the proposed Omnicom-IPG merger
In November, Geico confirmed that Chief Marketing Officer Damon Burrell would be leaving the brand this month after almost three years in the position. Burrell, who had worked at Estee Lauder before joining Chevy Chase, Maryland-based Geico in 2022, announced his departure in a post on LinkedIn. “Looking back, I could not be prouder of my team, what we’ve built and all that we have accomplished knowing that it will continue to deliver great value for years to come,” he wrote.
While at Geico, Burrell spearheaded the brand’s media review in 2023, added celebrity talent such as Will Arnett to its commercials and ramped up its social media presence on platforms such as TikTok in an effort to connect with Gen Z. He is one of several marketers who are exiting the brand; Jared Vestal, who had been VP of growth and journey marketing, left in October to work at Independence Pet Holdings; and Gary Aurand, who had been senior director of brand and creative, also left in October to work at CoStar Group.