Acento Launches 21st Century Insurance Effort.

Acento Advertising announced the launch of a Hispanic advertising campaign for 21st Century Insurance, its first dedicated effort in this consumer segment. Acento Advertising will manage all aspects of the efforts, including consumer research, creative production and media placement. The campaign is scheduled to rollout in May and will reach the major California markets.

21st Century Insurance has recognized the enormous spending power of the Hispanic market and its need for a targeted approach. “We understand that Hispanics, as well as other insurance consumers, are confused and frustrated by the insurance shopping experience and end up with the wrong company, the wrong coverage and at the wrong price,” said John Ingersoll, Vice President of Marketing. “We are excited to partner with Acento Advertising because of their experience in reaching the more acculturated Hispanic consumer”, he concluded.

All elements of the campaign are tied together thematically via the tagline, “Obtén Más” (Obtain More), including Spanish-language TV and radio spots, billboards, and print. Public Relations and community outreach programs will support the Hispanic media push.