DW+H Dares to Compare for 21st Century

DonatWald+Haque is breaking its first work for 21st Century Insurance since recently adding the account following a review.

DW+H picked up lead creative chores for the insurer; WPP Group’s Mindshare handles buying.

The work uses the tagline “Same great coverage for less” and features head-to-head comparisons with rival insurers to illustrate the savings consumers can expect with 21st Century. The first spot, “Door Dings,” uses Geico as the basis for comparison.

21st Century spent nearly $65 million in measured media last year, per Nielsen. Like most insurance category players, it relies heavily on broadcast and cable TV buys, as well as digital marketing channels.

While $65 million would be considered a healthy outlay in many client categories, it’s actually just a fraction of what the insurance leaders spend each year on advertising. For example, both Geico and Progressive Insurance spend more than $500 million annually on ads.

Before hiring DW+H, the client had used various shops on different aspects of its account, including IPG unit MRM. It was awarded creative duties following a review led by consulting firm Select Resources International. The agency’s ability to fuse memorable creative with measurable ROI drove its selection, the client said.

Independent DW+H is based in Santa Monica, Calif., and also works on eHarmony, Hotwire and LegalZoom, among others.

@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.