Auto-Owners Insurance Names David&Goliath Creative AOR Without a Review

D&G to Develop Brand Positioning and Create Integrated Brand Campaign for Fortune 500 Insurer

Full-service creative agency David&Goliath (D&G) announced today that it has been named Creative Agency of Record (AOR) for Auto-Owners Insurance, one of the leading property and casualty insurers in the U.S. D&G was awarded the business without a formal review.


D&G was brought on as a strategic and creative partner to help Auto-Owners define and develop its brand positioning, with the ultimate goal of creating an integrated brand anthem and campaign including TV, radio, OOH, print, digital and social.


“One of the things that we admire about Auto-Owners Insurance is that they have a century-long track record of going above and beyond to help those people who put their trust in them, whether it be independent agents, policyholders, or employees,” said Yumi Prentice, president, David&Goliath. “What’s more, Auto-Owners is a brand that firmly knows who it is and has lived their truth since day one. That level of authenticity and bravery is as refreshing as it is an exciting story to bring to life for today’s modern audiences.”


Established in 1916, Auto-Owners Insurance Group is a Fortune 500 insurance company headquartered in Lansing, Michigan. Auto-Owners is 100% committed to the Independent Agency System and is a values-driven company. Recognized for exceptional financial strength and stability, it is among the nation’s largest insurers, writing over 5 million policies.


Auto-Owners backs up its products by providing its award winning claims service. The company is represented by over 47,500 licensed agents in 26 states and offers multiple lines of insurance including life, home, auto and business.


Auto-Owners is rated A++ (Superior) by the A.M. Best Company, a nationally recognized independent insurance rating authority. It has received numerous awards from national organizations for customer service and quality, and is certified as a Great Place to Work ®.


“We were in search of a great advertising agency that could help take our brand to the next level,” said Valorie McNeal, Director, Marketing & Sales at Auto-Owners. “When we found D&G, we were impressed with their standout work, but once we visited their office and experienced their culture firsthand, we were sold. We are thrilled to be partnering with an agency that shares the same values and embodies a challenger spirit. We can’t wait to get started.”


The first work for the brand is tentatively slated for Q4 of this year.


About David&Goliath

David&Goliath (D&G) is an independently operated, wholly-owned, subsidiary of Innocean Worldwide. D&G is an integrated creative agency based in Los Angeles, California. Founded in 1999, the agency is dedicated to helping brands connect with their challenger spirit and outsmart and outperform the competition. They help their clients overcome their biggest obstacles and achieve greatness by creating breakthrough campaigns, grounded in human and brand truths that drive exceptional cultural and business success. David&Goliath’s work has been internationally recognized for its creativity and effectiveness by Cannes, Effies, the CLIOs, D&AD, ADC, and The One Show, not to mention accolades including MediaPost Automotive Agency of the Year, Ad Age Small Agency of the Year and LA Entrepreneur of the Year. Current clients include Kia Motors, California Lottery, Jack in the Box, Universal Studios Hollywood, Homeboy Industries, Covenant House and IAVA (Iraq and Afghanistan Veterans of America). The agency’s culture is built around individuals who share the brave mindset to help not only build brands but inspire each other to overcome their Goliaths.


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