Geico is pausing its creative agency search

Geico has put its creative agency search on hold, the insurance brand told Ad Age on Thursday. The pause comes just two months after Geico first initiated a review to expand its roster and better connect with its customer base. The brand, one of the country’s largest auto insurers, is also still without a chief marketing officer following the late 2024 departure of prior Chief Marketing Officer Damon Burrell. “Geico has made the strategic decision to temporarily pause its exploration of its agency roster,” a spokesman said in a statement. The search for a new CMO remains ongoing. Geico is still working with the Martin Agency in a relationship that has lasted 31 years; the search for an additional creative agency was meant to add to the roster and not replace Martin, which is owned by Interpublic Group of Cos. It is unclear how many agencies were participating in the review, though two were IPG shops. In January, an IPG spokesman told Ad Age that the review was not related to the proposed Omnicom acquisition of IPG. Geico’s spokesman declined to provide an update on the current timing of the CMO search. In recent days, the brand has been leaning heavily into older creative as part of its March Madness advertising. One spot in particular appears to be airing on repeat, fatiguing some viewers and delighting others. That 30-second ad, which shows a pig named Maxwell whee-wheeing his way home, first aired more than a decade ago. The spot was created by Martin. I’d like a word with whoever decided playing Geico’s Maxwell The Pig commercial EVERY single March Madness commercial break was the move.— Perfectly Orchestrated🎼 (@ProdByPerfectly) March 23, 2025 Hot take: I still very much enjoy GEICO’s Maxwell the Pig commercial— Christian Zylstra (@Chizzy_CMZ) March 24, 2025 Maxwell was one of a host of memorable characters from Martin, a roster which includes the Geico Gecko, who first appeared in ads for the brand 26 years ago, and the Caveman.

Geico is pausing its creative agency search

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