How about that: An insurance company that’s both adept at human interaction and sympathetic to the plight of its customers.
The personal touch displayed by Doug & Serge’s newest client, St. John’s, NL-based home and auto insurance firm Johnson Inc., will likely form the basis of his agency’s work said chief operating officer Serge Rancourt.
The Toronto agency has been named agency of record for Johnson Inc. following a formal review involving an unspecified number of agencies. In a release, Johnson Inc.’s vice-president of marketing, Brian King, lauded Doug & Serge’s “excellent team” and “strong history of great work.”
The marketing challenge for Doug & Serge, said Rancourt, is helping Johnson Inc. stand out in a crowded, relatively low-interest category. “I think a lot of people see insurance as kind of a commodity, so it’s very difficult to stand out,” said Rancourt.
The agency is currently testing a number of different creative approaches, but Rancourt said that Johnson Inc. is “driven towards good personal relationships,” he said. “Their point of difference is really the way they handle customers, the way they deal with people and the human touch they bring to the business.
The Johnson Inc. account is the latest in a string of wins for Doug & Serge that includes the Ontario Nurses’ Association, Whole Foods and the Canada Deposit Insurance Corporation (CDIC). The agency has added approximately 15 new staff members this year, bringing its staff count to 35.
