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GEICO is one of the most recognizable brands in the U.S. based largely on its comedic advertising and ubiquitous media placements. The success that GEICO has enjoyed is due to the combination of operating efficiency and remarkable advertising that challenged the conventions of an entire category. GEICO are pioneers, willing to go against the grain and introduce humor to a category that historically was conservative and stodgy, more closely resembling banking advertising than beer. For a period of 5 years while at The Martin Agency, we led the account team responsible for some of the most breakthrough work the brand has ever experienced. From the “Hump Day” camel, to Ickey Woods “Cold Cuts,” talking owls, talking trees, a talking gecko, co-op placement with a talking M&M, two surfers trapped inside a whale, and perhaps most famously, the revolutionary “Unskippable” pre-roll campaign which mocked the 5 second skip button on YouTube pre-roll, by claiming “You can’t skip this ad because it’s already over.” Through managing the account effectively we helped catapult GEICO from its #4 market share position to #2. And, not that we count industry awards, but the campaigns generated over 20 Cannes Lions including a Grand Prix, Pencils, D&AD, and 2 EFFIE awards for effectiveness. GEICO is an unparalleled case study of science and craft and the success that brands can enjoy when the two deftly intersect.

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