Michael Walters Advertising Selected by National Association of Mutual Insurance Companies (NAMIC) to Create New Brand Identity

CHICAGO, IL, June 11, 2012 (Press-News.org) Michael Walters Advertising (MWA), based in Chicago, has been selected by the National Association of Mutual Insurance Companies (NAMIC) to launch a new brand identity to promote the benefits of mutual insurance for its member companies.

"The story we need to get out is that mutual property/casualty insurers exist to serve their policyholders, rather than shareholders who are only interested in making short-term profits," said Brent Bahler, vice president of public affairs for NAMIC. "Now, when more consumers are looking for genuine value-driven and customer-focused relationships, is the time to help mutual insurers communicate that. And Michael Walters Advertising is the right agency to help our companies succeed as we launch the first-ever brand in our segment of the insurance industry."

The new brand is a first for the 260-year old mutual insurance industry, and is designed to help NAMIC member companies differentiate themselves in the competitive 21st century marketplace. MWA is tasked with composing the brand strategy and standards guide to support the new identity. The agency will develop components needed by NAMIC to move forward in communicating the new brand message for current and future marketing and advertising campaigns.

The initiative includes plans for a 360 degree marketing program featuring online, social and mobile media, print, direct mail, out-of-home, radio and television.

"We feel moving forward that NAMIC member companies have a tremendous opportunity for growth," said Jim Lake, vice president of MWA. "Our mission is to convey a message that is relevant and compelling to today's insurance consumers. Insurance is complicated, it is important. Research shows that the more consumers know about the advantages of having protection with a mutual insurer, the more likely they are to prefer mutual insurance. Our job is to help NAMIC member companies communicate those advantages."

And with the new brand work, MWA believes it can position NAMIC's member companies with the right message at the right time.

ABOUT NAMIC
The National Association of Mutual Insurance Companies consists of 1,400 property/casualty insurance companies serving more than 135 million auto, home and business policyholders, with more than $196 billion in premiums accounting for 50 percent of the automobile/homeowners market and 31 percent of the business insurance market. NAMIC is the largest and most diverse property/casualty trade association in the country, with regional and local mutual insurance companies on main streets across America joining many of the country's largest national insurers who also call NAMIC their home. More than 200,000 people are employed by NAMIC members.

ABOUT MICHAEL WALTERS ADVERTISING
Michael Walters Advertising is a full-service advertising agency that has partnered with many of the world's premier brand names to deliver custom marketing strategy and solutions to their clients, including: Auto-Owners Insurance, Chicago Cubs, Morton's The Steakhouse, Comcast SportsNet, Hunter Douglas and many more. They are an independent advertising agency that provides an outside point of view for clients in the effort of selling their products or services. That outside point of view gives them the proper perspective and strategy that they then develop into successful campaigns.

For further information, please contact us at (312) 467-5550 or via email to kyle@michaelwaltersadvertising.com.

Website: http://www.michaelwaltersadvertising.com