KANSAS CITY, MO: The National Association of Insurance Commissioners (NAIC) recently tapped Edelman as its AOR in a three-year contract, following a competitive two-round review.
Edelman will assist the nonprofit trade association of state insurance regulators in media relations and the promotion of its ongoing campaign, “Insure U: Get Smart About Insurance,” which aims to educate consumers, ranging from Millennials to senior citizens, about insurance.
“With our education campaign, we want to make sure we use a variety of tactics to raise awareness about issues people don't even know they should know,” said Scott Holeman, NAIC communications director.
The group hopes to create a greater national presence for the campaign, and strengthen outreach to its members, broadcast media, social networking sites, government officials, and boost Spanish-language efforts, Holeman said.
Initially, Edelman will be provided with a budget of approximately $700,000 to promote the campaign from October through the end of 2009. No other financial details were available.
Outgoing AOR CooperKatz, which helped create “Insure U,” took part in the review. Principal Andy Cooper said the move was “disappointing… but their needs have changed.”
NAIC issued an RFP in July to 10 agencies, asking for an AOR that could serve a large membership, in addition to practice experience and capabilities in insurance, consumer programs, public affairs, and nonprofits. The group reviews agencies every three years.
“We choose Edelman because of their superior pitch, and capabilities,” Holeman said.