Progressive Is Driving Impact By Leading With Humor and Heart

Whether it’s Flo’s bubbly personality and signature red lip or Dr. Rick’s deadpan advice for “un-becoming your parents,” Progressive Insurance’s creative strategy has led with humor at its core. Chief marketing officer (CMO) Remi Kent joined the insurance company in 2021, and three short years later, its stock price increased from $94.84 to $250.69 in 2024. It also moved from third to second place among the top U.S. insurance brands, and its active insurance policies increased from 26.4 million in 2021 to 33.8 million in 2024, according to the exec. Speaking at the ANA Masters of Marketing Conference in Orlando, Kent shared how Progressive is driving meaningful consumer connections -- and business results -- through humor and heart. She also described how the brand is evolving and incorporating new technology into its creative processes. “There's more to learn, more brand love to capture, and more laughs to come,” she said. Leading with humor and heart Kent credits Progressive’s agency of record (AOR) Arnold Worldwide for its ability to spot and build upon “universal truths” in its ads. The agency created Flo in 2008 and has helped Progressive permeate culture with its various characters and campaigns since. The exec said there is always room for growth and evolution for characters like Flo and Dr. Rick, as the company evaluates where each can hold an audience and deliver value. Earlier this month, the latter made his Hot Ones debut, becoming the first brand mascot to appear on the interview series. “We always try to unlock deep insights. We want to get underneath the why, and we also want to be in touch with what's happening in the world,” Kent said. “We try to act quickly, especially with social channels, and I think we build really big ideas that have longevity.” When it comes to Progressive’s messaging, while driving business results is important, Kent is also deeply focused on making sure that the company is doing right by society. She pointed to the brand’s newly unveiled purpose-driven strategy, which “goes beyond profit,” per its site. Namely, its Keys to Progress program has provided vehicles to veterans and supported people at risk of experiencing or emerging from homelessness. The company also recently announced the recipients of its 2024 Driving Small Business Forward grant, where 20 small business owners each received a $50,000 grant to be used towards the purchase of a commercial vehicle. Embracing technology When it comes to AI, Progressive is just beginning to scratch the surface. The company is testing customized content for individual consumers with personalized headlines and copy. It is also using AI-generated audio to adapt scripts, music, and messaging to appeal to different types of consumers. Kent said that while the company uses generative AI for customization and personalization, she is conscious of the risks, such as ensuring the company doesn't impede on the privacy of its customers. “We have to show value in what we're delivering, so that [consumers] want to share [their] information,” she said.

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Progressive Is Driving Impact By Leading With Humor and Heart

At ANA Masters of Marketing, CMO Remi Kent shared how the insurance company is reinforcing its purpose and evolving

Cydney Lee

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Cydney Lee