After a selection process involving many agencies across the United States, Esurance chose Duncan/Channon as its creative agency of record. Prior to hiring Duncan/Channon, Esurance handled in-house all its creative work, which included the development of its well-known pink-haired icon, Erin Esurance. Esurance will continue to work with MPG New York, a HAVAS Media company, its national television-buying partner.
On the selection of Duncan/Channon, Esurance chief marketing officer, John Swigart said, "We were deeply impressed with both their strategic thinking and creative concepts. Their presentation was on-brief, insightful, and inventive. And the chemistry was right, too. We think Duncan/Channon is the perfect partner to help take Esurance and Answer Financial, our affiliated insurance agency, to the next level in our second decade."
Swigart continued, "2010 will be an exciting year for Esurance, as we look to focus our brand message and position to better reflect Esurance's and Answer Financial's strengths for today's auto insurance consumers. Erin will continue to play an important role in our advertising, as she is a defining representation of our brand, but the message around her will evolve."
Said Duncan/Channon general manager Andy Berkenfield, "It was an exhaustive process, but in the end our original approach to their very competitive business was the best fit. We see tremendous possibilities for this innovative brand."
In an industry dominated by large, free-spending players who have been in business for decades, it's all the more remarkable that, in just 10 years, Esurance has become one of the nation's top names in direct auto insurance. Currently, Esurance is the third-most recognized auto insurance brand among online consumers. By innovatively combining the best in Web-enabled technologies and industry know-how, Esurance continues to improve the insurance experience for consumers.
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