Direct Auto Insurance names The Richards Group as AOR

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Direct Auto Insurance, a leader in the nonstandard auto insurance space, has named The Richards Group as the company’s new brand advertising agency. Working closely with Direct Auto’s leadership, The Richards Group will be responsible for overall creative advertising strategy as well as digital strategy, sponsorship marketing, consumer promotions, CRM/analytics, and multicultural marketing led by LERMA, a partner of The Richards Group.

The Richards Group, founded in 1976 by Stan Richards, is the largest independent advertising agency in the United States and has a long history of working with various auto and insurance brands.

While the partnership is just beginning, work has started immediately, as The Richards Group has helped Direct Auto adjust their messaging during the COVID-19 crisis and implement consumer promotions to serve their customers during the pandemic.


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“Our customers are so important to us, and through several months of discussions with The Richards Group, we believe they share our vision and understand our customer relationship,” said Kevin Fairchild, vice president of brand innovation. “We were impressed by the unique creativity and vast experience of the team, and we are thrilled to have their guidance during this crisis while beginning to discuss what comes next together.”

Dale Hruby, principal at The Richards Group, said, “For nearly 30 years, Direct Auto has been providing excellent coverage and service to drivers whom the major insurance brands choose to exclude. We are proud to be partnering with them and look forward to launching a new brand campaign together.”

The Richards Group will work with Direct Auto on a new campaign launching later this year.  Current work includes assisting with Direct Auto’s sponsorship of UFC 249, the first major live sports event in America since the shutdown, scheduled for May 9.

For more information about Direct Auto Insurance, visit directauto.com


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