Diana Marszalek 22 Apr 2021 // 6:48AM GMT
CHICAGO — The General insurance company has hired Spool Marketing and Communications to handle its PR on the heels of a high-profile brand refresh.
Spool’s remit includes creating and executing campaigns, partnerships, and promotions, as well as thought leadership for the Nashville-based company, which focusses on auto insurance.
Spool is also supporting The General’s recent brand refresh (which includes a campaign featuring brand ambassador Shaquille O’Neal), part of the 58-year old company’s effort to reach new audiences.
“The General is committed to partnerships that benefit our company and customers. We plan to partner with Spool on proactive ideas, creative solutions and integration across our other marketing channels,” said Kale Sligh, The General’s VP of marketing.
Spool started working with The General leading up to its brand refresh earlier this year before striking a larger, ongoing partnership. The insurance company did not have an existing PR agency at that time, with Chicago creative agency Highdive leading the brand refresh.