Progressive debuts drive insurance ad campaign.

Progressive is branding its $10 billion agency business and launching a multimillion dollar marketing campaign to educate consumers about the advantages independent agents have over captive agents. The campaign for the new brand, Drive Insurance from Progressive, aims to increase market share for independent agencies.

"Ten years ago, Progressive's Direct business started advertising and grew from nothing to a more than $3 billion business. We know what the power of a strong brand can do and now we want to apply that to our agency business," said Bob Williams, group president, Drive Insurance from Progressive, in a statement. "Independent agents account for about $54 billion of the $134 billion of auto insurance written through agents today--this is an $80 billion growth opportunity."

Progressive is delivering its new messages via a multimillion dollar advertising campaign that launched in Florida in November and countrywide in early January. The year-round campaign, created by Grey Worldwide, features national television, print, radio and direct mail. Independent agents will be able to leverage the brand locally through Yellow Page advertising, outdoor signs and other [co-op] marketing opportunities.

The 30-second television commercials feature stars, including Ryan Stiles of The Drew Carey Show and Who's Line Is It Anyway? and Wendie Malick of Just Shoot Me, who think they are afforded special treatment from their independent agent simply because they're celebrities.