American Family dreams to cut through insurance-marketing clutter

This event report addresses how American Family Insurance stands out in the cluttered and competitive insurance category.

American Family dreams to cut through insurance-marketing clutter

Geoffrey PrecourtWarc

American Family Insurance starts its brand-enhancement effort with two strikes against:

  • One: It's a challenger brand in a space that offers ferocious competition.
  • Two: The other contenders for the insurance customer are big spenders with budgets generally surpassing American Family's by a ten-to-one ratio.

But Telisa Yancy, VP/Marketing at American Family Insurance, isn't concerned. Rather, she has a two-pronged approach to ensure the brand grabs a fair share of the market.

  • One: She believes her competitors rely too heavily on "The Critter Brigade" – the geckos, the camels,...

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Insights Team
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