SAINT LOUIS - Omnicom Group's St. Louis-based advertising agency, Rodgers Townsend, was selected over five-year incumbent Campbell-Mithun of Minneapolis to officially become The Hartford's Brand Agency of Agency of Record.
Rodgers Townsend created the new corporate campaign that began running in NCAA Tournament programming March 15 during the Selection Show. The campaign featured print, online and two TV advertisements, one targeting consumers and the other business customers, and highlights how The Hartford's customers can achieve their goals with The Hartford's help.
"It started in earnest in late 2004 with a pitch for their mutual funds business," says Tim Rodgers, CEO and co-founder, Rodgers Townsend. In 2004, Rodgers Townsend was up against Arnold/Boston (the incumbent at the time), The Martin Agency and Campbell-Mithun. While Rodgers Townsend didn't win that particular assignment, the level of strategic and creative thinking they presented for The Hartford's brokers gave Rodgers Townsend a toehold with The Hartford that the agency never relinquished.
While it began in a strategic capacity, the relationship evolved as RT displayed their trademark tenacity, putting equal intellectual horsepower into every task, no matter how small.
In 2006, Rodgers Townsend became Agency of Record for the Personal Lines division, driving brand strategy and creative development for both the AARP Auto Insurance Program and The Hartford's pilot program to launch Auto and Homeowner's Insurance direct-to-consumer.
In May 2008, Rodgers Townsend and The Hartford launched a brand campaign that acknowledged the essential role cars play in Americans' lives, and highlighted how The Hartford is uniquely suited to protect and enhance that role. The integrated campaign targeted Arizona, Minnesota, Illinois and Tennessee, and featured traditional, direct response, and online integrated elements. To view the case study for this campaign, visit http://deepdive.rodgerstownsend.com/creative.aspx?cid=149.
This most recent win marks another triumph for the company and officially makes RT the Brand Agency.
To learn more about the Rodgers Townsend-The Hartford relationship, please contact Tim Rodgers at 314.259.8300.
Rodgers Townsend (www.rodgerstownsend.com) is a nationally acclaimed, full-service marketing communications agency that delivers simple, actionable, transcendent creative solutions built on powerful strategies rooted in deep consumer insight. Founded in 1996, Rodgers Townsend provides strategic planning, advertising, direct marketing, interactive marketing and design services to a wide range of clients both nationally and regionally, including: Anheuser-Busch, AmerenUE, Argo, AT&T, Dean Foods, Energizer, Furniture Brands, The Hartford, Lockheed Martin, Missouri Baptist Medical Center, PBS, St. Louis Children's Hospital, Solutia, and Village Roadshow.
Rodgers Townsend is a part of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com). Omnicom is a leading global advertising, marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, interactive, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.