Mindshare awarded 21st Century Insurance media business

7 June, 2010

GroupM Agency Will Handle Planning and Buying

NEW YORK — Mindshare North America has been awarded planning and implementation responsibilities for 21st Century Insurance and Financial Services, Inc., it was announced today.

21st Century is part of the Farmers Insurance Group of Companies, the third largest personal lines insurer in the country. Mindshare handles similar media responsibilities for Zurich Financial Services Group, which includes Farmers.

“We chose Mindshare because the agency displayed a superior ability to develop an integrated media strategy that will help move our brand forward in the highly competitive insurance category,” said Tony DeSantis, President and CEO of 21st Century Insurance. “We look forward to working with our new business partner to help us reach our marketplace goals.”

The assignment was awarded without a review and will be handled by Mindshare’s New York office, which will begin work on the account immediately.

Mindshare is one of four global WPP media and marketing agency networks within GroupM, along with Maxus, MEC, and MediaCom.

“We’re very excited and pleased that 21st Century has chosen us as its business partner,” said Mindshare North American Leader Phil Cowdell. “We look forward to helping the company create a powerhouse brand in this crucial and highly competitive service category.”

Mindshare is a global media and marketing services network with billings in excess of $27.8 billion (source: RECMA). The network consists of 115 offices in 82 countries throughout the North America, Latin America, Europe, Middle East, and Asia Pacific, each dedicated to forging competitive marketing advantage for businesses and their brands. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world’s leading communications services group.

21st Century Insurance is a forward-thinking auto insurance business that meets the needs of today’s customers. It is dedicated to providing customers with excellent coverage and award-winning service and helping them save on auto insurance. Insuring over 2 million vehicles across 49 states and Washington, D.C., 21st Century is also a proud part of the Farmers Insurance Group of Companies, the third largest personal lines insurer in the country.

John Wolfe

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