American Family Insurance Invests $50 Million for a $100 Million Return

The US insurance market has been investing heavily in TV advertising for several years, with much of the focus on price.

American Family Insurance Invests $50 Million for a $100 Million Return

Geoffrey Precourt Warc

For years, the most inventive American marketers could reliably tune in any night of primetime and take in a showcase of state-of-the-art advertising, with spots for automobiles, soft drinks and consumer packaged goods seemingly on an endless reel.

In the early 80s Smith Barney and John Hancock brought a bit of imagination to a new category – financial services advertising. What began as marketing edge in a presumed marketplace of commodity products was soon fully embraced by American Express as an integral part of its...

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