• by Richard Whitman , Columnist, May 27, 2022

Mother NY and sibling unit Media by Mother have been awarded AOR duties for Amica Insurance, following a competitive review managed by Joanne Davis Consulting.

The challenger brand spends an estimated $54 million annually on measured media according to agency research firm COMvergence.

This marks the first time Amica has named a new AOR in 15 years, having worked with Connecticut-based Cronin since 2007.

The company says Cronin helped it evolve from a referral-based company to one focused on targeted lead generation. However, after conducting a brand study in 2021, the results showed Amica needed to invest in brand awareness efforts to drive significant growth.  

To that end Mother will build a brand platform for Amica that communicates the firm’s unique value proposition through overall strategy and creative work, with Media by Mother responsible for go-to-market planning and media.

The remit is effective immediately. Initial work is expected to debut later this year.

According to the agency forthcoming work will put the consumer first, aiming to solve unmet insurance needs. The new platform will be designed to work across the entire marketing funnel and focus on the human, emotional side of insurance. The agency asserts that approach is rarely seen in a category that skews towards spokespeople and mascots. 

Tory Pachis, Vice President of Marketing, Amica said that “Mother took a thoughtful approach centered on Amica’s unique place in the highly competitive insurance market. They impressed us with powerful creative and media insights, as well as an innovative approach to building brand awareness. We have bold ambitions for our business, and we’re confident that Mother will help us accelerate brand growth.”

Pachis also gave a tip of the hat to outgoing Cronin, expressing Amica’s “sincere thanks” for “15 years of dedicated service.”