Quotesmith.com, Inc. Names BBDO Chicago For $100
Million Integrated Marketing Campaign; BBDO To
Launch 3-Year, National Brand-Building Initiative
Business Wire - December 02, 1999 07:15
CHICAGO--(BUSINESS WIRE)--Dec. 2, 1999--Quotesmith.com, Inc. (Nasdaq:QUOT),
the Darien, Illinois-based insurance price comparison service that allows consumers to save
money by obtaining instant quotes from more than 300 leading insurance companies, has
selected BBDO Chicago for a three-year, $100 million integrated marketing campaign to build
consumer awareness for its Internet-based insurance product comparison service.
In making the announcement, Tonise Paul, CEO and President of BBDO Chicago, said, "We're
very excited about this partnership with Quotesmith.com in helping them build upon their
industry-leading price comparison service. Our tightly integrated approach to brand-building
answered the company's need for a comprehensive campaign that directs consumers to
Quotesmith.com's vast online resources and helps them make more informed purchasing
decisions."
According to Quotesmith.com President and founder Robert Bland, the selection of BBDO
Chicago was based on several key factors. "BBDO is one of the best brand-builders in the
industry, and building a strong Internet brand is critical to our long-term success," said Bland.
"Combined with their formidable creative capabilities and insights into the consumer
marketplace, I'm confident the BBDO team can help us effectively articulate the advantages of
using Quotesmith.com for informed comparison shopping."
Paul noted that the $100 million Quotesmith.com campaign will kick off nationally in late
December with print, broadcast, online and direct marketing components, and would be
supported by public relations and special events programs.
Willard Hemsworth II, Quotesmith.com's newly-named Senior Vice President of Marketing,
who joined the firm following a 15-year tenure in senior management at D'Arcy Masius Benton
& Bowles, Inc., said the three-year brand-building initiative reflects the enormous opportunity
for Quotesmith.com to capture a market that only now is recognizing the power of the Internet
for online comparison shopping.
"Today, less than one percent of the $1.1 trillion in U.S. insurance products are purchased
online," said Hemsworth. "We've built the largest, most comprehensive insurance price
comparison database ever developed, and are convinced this integrated marketing campaign
can significantly extend our leadership position as the premier online insurance brand."
Founded in 1984 as Quotesmith Corporation, Quotesmith.com owns and operates the largest
and most comprehensive insurance price comparison service in America. The company
provides up-to-the-day accurate quotes, including detailed policy coverage and reference
information for several lines of insurance including auto, life, comprehensive medical, short term
medical, group medical, dental, Medicare supplement, watercraft, RV and annuities. Now
available to residents of all 50 states, the Quotesmith.com insurance information service also
provides useful reference tools and educational material to assist insurance shoppers.
BBDO Chicago is part of BBDO Worldwide, the world's fourth largest advertising agency
network. BBDO Worldwide is a unit of The Omnicom Group.
I know they trying to get brand recognition, but $100M is alot of money. I'm sure this doesn't help get it out of the red in 2001. Revenues will jump and for some this all that matters.
Jack |
