For 90 years, Amica Insurance only accepted new customers through referrals. Then they opened their doors to everyone—and discovered they had less than 3% national brand awareness. For a direct-to-consumer insurance company, this sparked a complete marketing transformation.
This episode, Elena, Angela, and Rob are joined by Tory Pachis, SVP of Marketing at Amica Insurance, to explore how he built the case for brand investment during one of the industry's most unprofitable years. Learn why Amica chose emotion over humor in their creative strategy, how they've doubled website visitors year-over-year, and what their Boston Celtics partnership means for growth.
Topics covered:
- [01:00] Should brand and performance remain separate?
- [08:00] Transitioning from referral-only to mass marketing
- [14:00] How TV improves paid search efficiency
- [20:00] The strategy behind the Celtics partnership
- [24:00] Moving beyond cost-per-policy metrics
- [31:00] Why long-form advertising still matters
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resource:
2024 MarketingWeek Article: https://www.marketingweek.com/performance-branding-no-such-thing/Connect with Tory: https://www.linkedin.com/in/tory-pachis-7106064/
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