Esurance

Alan Gellman, CMO
Nancy Abraham, VP Advertising

Leo Burnett/Arc *Lead Agency

C.J. Nielsen, Account Director
Susan Stefaniak, SVP Account Director
Mike Siska, SVP Planning Director
Andy Malloy, VP Strategy Director
Jeff Candido, VP Creative Director
Brian Shembeda, EVP Creative Director
Matt Blitz, Executive Producer

Starcom

Gina Jacobson, SVP Group Director

Taylor Strategy

People dont like paying for car insurance. Its no wonder the affordable direct-to-consumer insurance category is growing. But relative newbie Esurance is disadvantaged. With less than 1% of the market and a fraction of the budget of competitors, few people think to quote with Esurance. The traditional savings message wouldnt work. We needed to challenge assumptions about insurance altogether. In the modern world, products are personalized to the individual. So why isnt insurance? We showed people it could be; shaping impressions and beating quote goals, all in reduced-budget year.