St. Louis-based ad agency HLK has been named media and brand agency of record for Sentry following a four-month search process. 

HLK will lead all brand strategy, creative development and media planning and buying for the brand, with new campaign work expected to launch in 2025.  

Based in Wisconsin, Sentry is one of the largest mutual insurance groups in the U.S. with $4.3 billion premium revenue in 2023, up 10% from the prior year. It’s best known for its expertise in business insurance.  

The company has several golf sponsorships including deals with the PGA Tour, USGA, and First Tee.  

HLK’s B2B marketing expertise help secure the win.  

Sentry’s estimated measured media spending this year is $4 million, according to agency research firm COMvergence.