NASHVILLE, TN: Auto insurance provider Direct General has selected Cramer-Krasselt as its AOR. The firm will work on brand planning and positioning, PR, and advertising for the company in an account worth about $20 million in annual billings.
Craig Hamway, EVP of marketing and business development at Direct General, said it had not previously focused on PR.
“One of the bigger changes will be the comprehensive nature of the campaigns going forward,” he said.
Direct General provides non-standard auto insurance, a term used to describe customers with issues that might otherwise prevent them from getting insured such as a poor driving record, a desire to transact in person or in cash, or a lack of credit. The company services 13 Southeastern states, including Arkansas, Florida, and Missouri.
While building relationships on the community level will be an important part of the PR effort, the communications program will also include online outreach, a tactic that is usually overlooked for this group, Hamway says.
“While they may access it in different ways, [such as] using public resources, [this target group] is very tech savvy,” said Hamway. “A new Web site and campaign is going to be a much-increased focus. It's a much more integrated approach than we've taken in the past.”
The new marketing program is expected to launch Q2 2009.
The company was previously working with four agencies, including Nashville-based marcomms agency, The Buntin Group. Jeffrey Buntin, Jr., President and CEO of The Buntin Group said, via e-mail, that due to the changing needs of Direct General, "it was mutually agreed their needs would be served elsewhere."
Direct General would not disclose the other firms that participated in the search, which was handled by the Bedford Group, a new business consulting firm that specializes in marcomms agency searches.