• Brandweek, Wednesday, March 18, 2009 10:45 AM

Geico CMO Ted Ward talks with Kenneth Hein about why Kash -- an odd-looking stack of money with cookie monster eyes -- is drawing such a rabid following.

It comes down to good timing, as do most things. Ward admits Kash is not his, or his CEO's, favorite Geico character, nor are the cavemen. (It's the gecko, as it would be for all persons of discernment).

Back to Kash, lots of people are writing e-mails and sending letters, according to Ward. "They all want him to talk," he says. But, as usual, Geico is one counterintuitive move ahead of the social Web zeitgeist. "That's probably the last place we'll go. I think we'll keep him odd and silent."

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