MSI Insurance has tapped Kerker, Minneapolis, as its agency of record on a $500,000 account.
Three agencies competed for the business, though only Minneapolis shops Colle + McVoy and Kerker made the final cut. There was no incumbent.
“They would like us to establish a brand positioning and brand marketing plan,” said Terrence Longville, vice president and account director at Kerker.
The MSI win comes a few months after Kerker was awarded the $10 million Johnsonville Sausage account. Other agency clients include U.S. Bancorp Piper Jaffray, Buca di Beppo restaurants, 3M and Definity Health. Billings last year were $50 million.
Kerker will work on promoting MSI risk management and personal insurance products, including the auto, life, liability and home lines.
In business for more than 65 years, MSI, Arden Hills, MN, currently sells its products in Minnesota, North Dakota, Wisconsin and parts of California. Plans call for expansion to South Dakota and Iowa.
“[With] such a well-defined geographic target, it suggests to us it would be ripe for database and direct marketing,” Longville said, adding that the marketing plan was still being drawn.
But the marketing will highlight MSI's personal ties to the communities it serves. The insurance company actively works with sales agents who live in the communities they serve.
“They wish to develop communications plans to not only grow their customer base but also to recruit their agents,” Longville said. “But in order to do that, they need to know what their brand stands for.”