Highdive Advertising and The General® Insurance Announce Exciting New Partnership

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Highdive Advertising and The General® Insurance Announce Exciting New Partnership

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Highdive Advertising, the independently-owned, full-service creative agency based in Chicago, and The General, the licensed insurance company based in Nashville, announce their partnership today. Highdive will serve as Creative Agency of Record for The General.

Highdive and The General will work together to bring the brand’s 2021 vision to life through strategic brand positioning and a fully integrated marketing and advertising campaign. The new work, which will be geared towards a brand refresh, will break in the first half of 2021.

“We were immediately drawn to The General’s inspiring vision for their brand refresh,” says Mark Gross, Highdive’s Co-Founder and Co-Chief Creative Officer. “The leadership team has taken a bold approach to the business and the marketing, and they have a deep desire to disrupt the category creatively. The partnership represents a phenomenal opportunity to leverage the brand’s equity and awareness while also closing the gap between brand perceptions and the brand’s reality.”

“We were looking for a partner with experience in repositioning brands, a strong creative track record and a commitment to diversity,” says The General’s Chief Revenue Officer, Elicia Azali. “We want our brand to better reflect who we are as a company and the customers we serve. We are thrilled to partner with Highdive to achieve that goal.”

The General and Highdive announce their partnership as both companies are in the midst of aggressive growth trajectories. Highdive was recently named Ad Age’s 2020 Small Agency of the Year (Gold, National) and ranked number one on Adweek’s 100 Fastest Growing Agencies of 2020 List. The General and Highdive are eager to continue this momentum into the New Year, with innovative and bold creative set to debut in early 2021.

About Highdive
Founded in 2016, Highdive (highdiveus.com) is an independently owned, full-service creative agency headquartered in Chicago. Built for brands that want best-in-class creative but don't want the baggage that usually comes with it, the agency has a simple mission: to create the healthiest client and agency relationships in the world. Led by four seasoned advertising executives who set out to create an agency made up exclusively of top performers across every discipline, Highdive is breaking the traditional agency model to deliver big ideas for brands including Jeep, Ram Trucks, Nike, Boost Mobile, Airheads, Fruit-tella, Barilla, The General, FoodBoss, and Rocket Mortgage. On a rapid growth trajectory, Highdive was named 2019 Advertising Age Small Agency of the Year (Midwest, Gold) and 2020 Advertising Age Small Agency of the Year (Gold, National). Highdive also ranked #1 on Adweek’s Fastest Growing Agencies of 2020 List. In addition, Highdive was responsible for two of the highest-praised commercials in the 2020 Super Bowl, including both the Jeep “Groundhog Day” spot and the Rocket Mortgage “Comfortable” spot. The Jeep spot placed #1 on the USA Today AdMeter and was lauded as perhaps the best Super Bowl spot of all time. It was also nominated for an Emmy in the Outstanding Commercial category. The Rocket Mortgage spot ranked #5 on the USA Today AdMeter in addition to receiving many other accolades.

About The General
The General Automobile Insurance Services, Inc. (The General®) is a licensed insurance agency and subsidiary of PGC Holdings Corp. (PGC), which is wholly owned by American Family Mutual Insurance Company. Through its insurance company subsidiaries and their predecessors, PGC has been writing automobile insurance since 1963, serving customers who may find it difficult to obtain insurance from other carriers at a reasonable rate. Visit http://www.thegeneral.com or http://www.thegeneral.com/shaq; follow The General on Twitter, Instagram and Facebook.

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Austin McClelland
Spool Marketing and Communications
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