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Letter to the Editor

Progressive Launches New Drive Insurance Brand for Independent Agents

At the event agents got an exclusive first look at the brand name and logo that Progressive plans to build into one of the most recognizable in the insurance industry.

The Drive brand is intended to send a clear message to consumers that independent agents and brokers offer expert advice and personal service, choice, low rates, and superior claims service provided by Progressive.

The independent agents and brokers were told that the Drive brand will help agencies grow their business through:

• A distinctive new name combined with the existing Progressive name and logo.
• A bold new marketing campaign highlighting the expert advice, choice and service agents deliver. The campaign will include national television and print advertising and a new consumer Web site devoted to the Drive brand.
• Opportunities for agents and brokers to participate on a local level in a way that complements their current marketing efforts. These opportunities will include consumer referrals and online "find an agent" listings on the Drive Web site.

"Since we began advertising in the early 90s, agents have told us they value our brand building activities, but they've wanted to participate more actively in them," said Bob Williams, agency group president. "Drive Insurance from Progressive is designed expressly for our independent agents and brokers. It leverages Progressive's brand equity while highlighting the value that independent agents and brokers provide."

The Drive brand reflects Progressive's Agency Business fundamentals: A broad and competitive product line, innovative technology and superior claims service. While current agency customers will notice the new name and logo on their policy documents, little else will change for them. The launch of Drive will not affect their policy, and they will still call Progressive for its 24/7 claims service.

Progressive plans to inform its remaining 30,000 agencies in coming weeks through regional meetings.

"The introduction of Drive Insurance from Progressive is intended to help our independent agents and brokers sell and retain more business. We feel the local agency market is huge and holds untapped potential," said Williams.

The scheduled official launch date of Drive Insurance from Progressive is December 10, 2004. Progressive will launch a new website and begin to print the Drive logo on agency and customer correspondence and other materials. National television advertising is scheduled to begin in January 2005, with additional marketing initiatives rolling out throughout the year. Full conversion is expected to take 12-18 months, as agency signs, Yellow Pages listings and other collateral materials are replaced.

Progressive companies not offering the Drive brand will continue to sell directly to consumers, by phone and online, through the Progressive Direct brand. The Progressive group of insurance companies, in business since 1937, is the nation's third largest auto insurance group based on premiums written. Progressive companies using the Drive Insurance from Progressive brand comprise a group that is the largest writer of auto insurance through independent agents and brokers in the U.S. Agents and brokers can log in to Drive's agency-dedicated website, ForAgentsOnly.com (FAO), to access customer policies, state and countrywide news, and other interactive features.

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