AMERICAN NATIONAL / INTEGRATED CAMPAIGN
My Agent Heard Me.
My Agent Heard Me.
My Agent Heard Me.
A campaign built around a simple human truth: everyone wants to be heard.
A campaign built around a simple human truth: everyone wants to be heard.
01 / THE CHALLENGE
More reviews.
More reviews.
More reviews.
Better relationships.
Better relationships.
Better relationships.
American National wanted to encourage agents to conduct more Personal Insurance Reviews. These conversations could help customers maintain appropriate coverage while strengthening relationships, supporting retention, and identifying additional insurance needs. The challenge was to make customers want to have that conversation.
American National wanted to encourage agents to conduct more Personal Insurance Reviews. These conversations could help customers maintain appropriate coverage while strengthening relationships, supporting retention, and identifying additional insurance needs. The challenge was to make customers want to have that conversation.
02 / THE OPPORTUNITY
Nobody wants
Nobody wants
Nobody wants
another sales pitch.
another sales pitch.
another sales pitch.
A Personal Insurance Review could easily feel like another insurance appointment. But what if we focused less on what the agent wanted to discuss and more on what the customer wanted from the experience?
A Personal Insurance Review could easily feel like another insurance appointment. But what if we focused less on what the agent wanted to discuss and more on what the customer wanted from the experience?
03 / THE INSIGHT
Everyone wants
Everyone wants
Everyone wants
to be heard.
to be heard.
to be heard.
A Personal Insurance Review gave agents an opportunity to do something surprisingly powerful: listen. Listening could transform a routine policy review into a conversation about the customer's life, priorities, and changing needs.
A Personal Insurance Review gave agents an opportunity to do something surprisingly powerful: listen. Listening could transform a routine policy review into a conversation about the customer's life, priorities, and changing needs.
04 / THE CREATIVE IDEA
My Agent
My Agent
My Agent
Heard Me.
Heard Me.
Heard Me.
I developed a testimonial-style campaign that told the story from the customer's perspective. The first-person headlines emphasized the emotional value of being heard, supported by approachable stock portrait photography and a consistent visual treatment. My concept was selected through American National's internal creative review process and developed into an integrated campaign.
I developed a testimonial-style campaign that told the story from the customer's perspective. The first-person headlines emphasized the emotional value of being heard, supported by approachable stock portrait photography and a consistent visual treatment. My concept was selected through American National's internal creative review process and developed into an integrated campaign.
05 / THE CAMPAIGN
One idea.
One idea.
One idea.
Multiple conversations.
Multiple conversations.
Multiple conversations.
The campaign extended across personalized postcards, letters, buckslips, email, and Facebook posts. Each execution adapted the central concept to its format while maintaining a consistent visual identity. Agent names and photographs were incorporated into the materials to make the communications feel personal and relevant.
The campaign extended across personalized postcards, letters, buckslips, email, and Facebook posts. Each execution adapted the central concept to its format while maintaining a consistent visual identity. Agent names and photographs were incorporated into the materials to make the communications feel personal and relevant.
06 / THE TAKEAWAY
Listening changes
Listening changes
Listening changes
the conversation.
the conversation.
the conversation.
The campaign translated a business objective into a human-centered creative idea, carried consistently across personalized print and digital communications. My role: Senior Art Director — Creative Concept, Headline Development, Art Direction & Design. Copywriting support was provided collaboratively.
The campaign translated a business objective into a human-centered creative idea, carried consistently across personalized print and digital communications. My role: Senior Art Director — Creative Concept, Headline Development, Art Direction & Design. Copywriting support was provided collaboratively.