Sentry Insurance boldly leaps into a new generation of B2B advertising

Geoffrey Precourt and Mary Connors

Sentry Insurance, the financial-services company, has reinvigorated its brand through a holistic program undertaken with consultancy FutureBrand and agency Gyro.

Sentry Insurance’s advertising was “outdated.” Its media mix was “really conservative.”

And, added Stephanie Smith, Sentry’s vp/chief marketing and brand officer, its logo – which appeared everywhere from the front of its main office to its letterhead and every invoice – reflected a business culture that no longer existed.

“We needed to grab attention,” she insisted to delegates at the Association of National Advertisers’ (ANA) 2018 Masters of B2B Marketing conference. “We needed to pull ourselves into the 21st century, convince potential customers that our high-touch approach to business insurance and our deep industry expertise really makes bottom-line...

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