Advertising Age - Esurance stakes claim in auto-insurance biz; Premiums pile up amid national TV campaign with animated ad icon.(News)

Byline: MYA FRAZIER
mfrazier@crain.com
Online insurer Esurance is the new kid on the block in the competitive auto-insurance space, where ad spending tops $1 billion a year. Could this tiny upstart, a survivor of the dot-com bust, be the next Geico?
With ads featuring Erin Esurance, an animated character with distinct pink hair and green eyes, the San Francisco company is taking a similar path with its marketing strategy, standing out in a sea of creative sameness by creating an appealing persona capable of making the jump to pop-culture relevance.

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And it’s making stellar …

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