The Hartford has selected Terri & Sandy as its AOR following an informal review. Former AOR duties were held by Rodgers Townsend.
Media duties, not part of the review, are handled by Crossmedia.
The Hartford-based insurer and the New-York-City-based Terri & Sandy will partner on new branding and creative platforms for all business lines. The advertising and marketing will be supported with ongoing research The Hartford conducts to further address small business owner's needs, including surveys and in-person focus groups.
Terri & Sandy will seek to develop messaging that conveys that The Hartford understands what it means to be in a small business in today’s environment. The agency founders get that-- One of the first orders of business after Terri Meyer and Sandy Greenberg departed traditional large agencies to launch their own small shop was obtaining small business insurance and it happened to be from The Hartford.
The insurance brand also wanted to select an agency that represents its core customer, small business owners, rather than work with traditional holding companies. This is one reason the selection process was conducted informally, to enable the brand to personally reach out to independent agencies that represent its values.
Creative work will also celebrate the entrepreneurial spirit.
“We believe small businesses are critical to the success of our country, local communities and our company,” says Kathy Bromage, chief marketing and communications officer, The Hartford. “Hiring Terri & Sandy to create our advertising puts our belief in entrepreneurship into action.”