In January 2023, Amica Insurance rebranded under their new "Empathy is our best policy" campaign. In doing so, they became the only national carrier to no longer compete on savings. As their agency creative strategy lead for performance marketing creative, this presented a unique challenge. And a unique opportunity to prove out my 6-pillar approach for building and implementing robust creative learning agendas:
• Drove a 45% lift in yield on Amica's entire direct mail spend over two years
• Developed 54 unique creative tests across auto, home, and life insurance product lines
• Wrote every single creative brief
• Successfully introduced 4 all-new RTBs