• by Larissa Faw , May 5, 2020

Direct Auto Insurance is appointing The Richards Group (TRG) as the insurance company’s new brand advertising agency.

The Dallas-based agency will be responsible for overall creative advertising strategy as well as digital strategy, sponsorship marketing, consumer promotions, CRM/analytics, and multicultural marketing led by Lerma, a partner of TRG.

The first work under this partnership launched a few weeks ago to adjust the brand’s messaging during the COVID-19 crisis and to implement consumer promotions.

TRG will assist with Direct Auto’s sponsorship of UFC 249 (Ultimate Fighting Championship), scheduled for May 9. It will also collaborate on a new brand campaign to launch later this year.

Direct Auto previously worked with Pereira O’Dell (POD). POD introduced a brand overhaul that included a logo redesign, color palette update, store redesign, and new audio mnemonic in broadcast elements. Last August’s "Get Direct & Get Going" creative spotlighted D-list celebrities, such as Tonya Harding and Fat Joe, to underscore the need for a fresh start.

Last year the company’s media spend totaled $6.09 million, up from $5.28 million in 2018, according to Kantar Media.