American National — My Agent Heard Me campaign

01 / THE HOOK · AMERICAN NATIONAL

My Agent Heard Me.

My Agent Heard Me.

My Agent Heard Me.

An integrated insurance campaign inviting customers into a more personal conversation. I originated the creative concept and headline direction for “My Agent Heard Me.”

An integrated insurance campaign inviting customers into a more personal conversation. I originated the creative concept and headline direction for “My Agent Heard Me.”

02 / THE SPARK

Close your mouth.

Close your mouth.

Close your mouth.

Open your ears.

Open your ears.

Open your ears.

Insurance agents are knowledgeable professionals who spend much of their time explaining policies, recommending coverage, and presenting solutions.

But meaningful conversations begin with listening.

American National wanted to encourage more Personal Insurance Reviews. The creative opportunity was to center those conversations on the customer’s life, needs, and concerns.

Listening creates understanding. Understanding builds trust.

That insight became the campaign: My Agent Heard Me.

Insurance agents are knowledgeable professionals who spend much of their time explaining policies, recommending coverage, and presenting solutions.

But meaningful conversations begin with listening.

American National wanted to encourage more Personal Insurance Reviews. The creative opportunity was to center those conversations on the customer’s life, needs, and concerns.

Listening creates understanding. Understanding builds trust.

That insight became the campaign: My Agent Heard Me.

03 / THE CAMPAIGN

My Agent Heard Me.

My Agent Heard Me.

My Agent Heard Me.

Told from the customer’s perspective, the campaign paired first-person headlines with approachable portraits. Personalized postcards, letters, buckslips, email, and Facebook posts carried the idea across print and digital, incorporating agent names and photographs.

Told from the customer’s perspective, the campaign paired first-person headlines with approachable portraits. Personalized postcards, letters, buckslips, email, and Facebook posts carried the idea across print and digital, incorporating agent names and photographs.

Personalized American National postcards featuring customer portraits and the My Agent Heard Me campaign.
American National personalized agent letter and buckslips inviting customers to an insurance review.
Customized American National campaign emails pairing customer portraits with listening-focused headlines and agent contact details.
American National Facebook campaign posts using customer portraits and the My Agent Heard Me headline direction.

04 / THE CONTRIBUTION

An idea worth hearing.

An idea worth hearing.

An idea worth hearing.

I recognized the creative opportunity, originated the campaign concept and headline direction, and pitched the idea through American National’s internal creative review. After selection, I helped bring the approved direction to life through art direction and hands-on design across print and digital executions, with collaborative copywriting support.

I recognized the creative opportunity, originated the campaign concept and headline direction, and pitched the idea through American National’s internal creative review. After selection, I helped bring the approved direction to life through art direction and hands-on design across print and digital executions, with collaborative copywriting support.