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Letter to the Editor

Progressive CMO Jeff Charney Awarded Brand Genius of the Year Honor from Adweek

According to Adweek, the annual award (formerly known as Marketer of the Year,) honors “the brands that shape our culture and the individuals who catapult them to success.”

“I’m honored to accept this award on behalf of the Progressive nation, and to see our brand recognized alongside some of the best in the world,” said Charney. “When you step back and see what our entire team has accomplished, there’s so much to be proud of — not only for this year, but also the work our CEO Glenn Renwick and the marketing team has accomplished over the last few years. In an incredibly competitive marketing environment, we’re winning by developing rich, compelling characters and content that’s keeping our brand fresh, relevant and integrated across all media channels.”

The Adweek judges highlighted the following in the award selection:

• Refreshing Progressive’s Flo as a leading character not just on TV, but also extending her reach and relevance across the social and digital space
• Introducing the cutting-edge complementary Messenger campaign
• Marketing launch of the Snapshot(R) program, which created a whole new way for people to think about car insurance technology
• Closely integrating all of Progressive’s diverse campaign elements under the broad Progressive brand umbrella.

“Jeff leads a team of obviously talented individuals, including Arnold Worldwide, which brought Flo to life,” said Robert Klara at Adweek. “Flo made her debut in 2008, but her marketing might came to full flower in the past year.”

The award was presented at a ceremony in New York on October 27. Also among the ten winners of the 2011 Brand Genius of the Year Award were the marketing chieftains from Audi, Google and Levi’s.

“With so much radical change in the marketing world, there’s never been a better time to be a marketer,” said Charney. “I’m honored to join all the other winners of the 2011 Brand Genius Award, and we’ll continue building a culture of creativity at Progressive.”

Founded in 1937, Progressive offers insurance for personal and commercial autos and trucks, motorcycles, boats, recreational vehicles, and homes. It’s the fourth largest auto insurer in the country, the largest seller of motorcycle insurance, and a leader in commercial auto insurance.

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