Brand touts independent agents.

In a nod to its existing distribution network of independent agents and brokers, Progressive Corp. has launched a branding campaign it plans to market through a multimedia advertising campaign and make available exclusively through agency channels.

Dubbed "Drive Insurance From Progressive," the product was unveiled under a blanket of secrecy to 1,200 of the com party's largest independent agents at a Sept. 21 presentation in Las Vegas.

"We've obviously had two sides to our business, the independent agent distribution and the Web and phone sales side for Progressive Direct," said Progressive spokesman Todd Morgano. "The agency side of business now has this brand of its own, and it's intended to create more awareness, for our part, about the kinds of benefits and services that agents offer customers."

Drive is scheduled for a formal launch Dec. 10 with the introduction of a new consumer Web site the company said would highlight "the expert advice, choice, and service agents deliver." According to Progressive, the site will include an online "find an agent" function to steer potential policyholders to local agents and brokers who offer the product.

Progressive also plans to launch a national television and print advertising campaign to highlight the new brand. The company expects its initial television spots should begin airing "sometime shortly after the New Year," Morgano said.

The complete conversion of all agency and consumer correspondence, signs, Yellow Pages listings and other materials to include the Drive logo is expected to take between a year and 18 months, Progressive said.