Doner Direct, Detroit, was named agency of record this month for Progressive Auto Insurance and ADT, Boca Raton, FL, the home security company. Progressive Auto Insurance was formerly with The Arnell Group, New York. ADT was with Rapp Collins Worldwide, New York, which did not participate in the review.
The ADT win is estimated to be a $30 million to $35 million account for Doner, which will provide numerous integrated campaigns based on direct response TV, print, radio and direct mail. The package requires the agency to develop numerous loyalty and retention programs.
For Progressive Auto Insurance, Doner will create communication packages to help ensure that the company continues moving what it claims are some 65,000 new customers a week to its insurance program. A key success strength of the overall Progressive Auto Insurance program is the company's trademark Immediate Response claims service, which operates 24 hours a day, seven days a week via toll-free service.
Billings for Doner's new insurance client were not disclosed.