Uncensored CMO Characters, humour & disasters: how GEICO changed the insurance game
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Aug 14, 2024 Michele Moscone, VP of Brand and Creative at Geico, shares her journey from entry-level roles to the creative helm of one of America’s top insurers. She reveals why characters and humor are vital in insurance advertising, noting how they build trust and engagement. Michele recounts a personal story of a Christmas catastrophe and underscores the challenges people face with insurance during crises. The discussion also touches on the evolving landscape of digital marketing and the importance of strong brand-agency relationships.
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From Reception Desk To VP
- Michelle Moscone started in advertising as a receptionist and worked her way into project management and operations before becoming GEICO's VP of Brand and Content.
- Her breadth from project management gave her taste, business facts, and the ability to get things done, which she credits for her rise.
Humour Disrupted Insurance Advertising
- GEICO broke category norms by using humor instead of fear or dense facts to build memorable advertising and brand trust.
- Characters like the Gecko humanize the brand and act as rapid recognition shortcuts across channels.
Characters Win Where Celebrities Don't
- Characters create persistent brand association that celebrities rarely achieve, improving recognition and consumer trust.
- That recognition lets brands command a familiarity premium, making customers more likely to pay a bit more for known insurers.