July 5, 2022

Finance & Economy

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Progressive Taps Packaged-Goods Veteran Remi Kent as Marketing Chief

Insurance giant

Progressive Corp.

has tapped packaged-goods marketing veteran Remi Kent to succeed

Jeff Charney

as its chief marketing officer, effective Nov. 1, the company said.

Ms. Kent, who had been global marketing chief at

3M Co.

’s consumer business group, takes on a role in a competitive industry known for its large marketing budgets and memorable ad campaigns.

Mr. Charney, who announced his planned retirement in March, had introduced a variety of humorous campaigns, often featuring improvisational actors and characters including the saleswoman Flo and the life coach Dr. Rick, who helps homeowners learn how not to become their parents.

The executive previously oversaw marketing at insurance company

Aflac

and home-shopping network QVC.

In her new role, Ms. Kent will likely be tasked with helping the company to keep its ads fresh with new story lines, as well as evolving its messaging and media-buying strategy as consumers spend more time online and technology-driven startups threaten to create new competition in insurance.

Progressive, based in Mayfield Village, Ohio, spent about $2.18 billion on advertising expenditures in 2020, up from around $1.84 billion in 2019, according to the company’s annual financial report.

Progressive named 3M executive Remi Kent to be the company’s new chief marketing officer.



Photo:

Progressive Insurance

Ms. Kent joins Progressive with more than two decades of experience at packaged-goods companies, an industry that is no stranger to disruption brought on by e-commerce giants such as

Amazon.com Inc.

and startups selling goods directly to consumers online.

Before 3M, where she worked for eight years, Ms. Kent held marketing roles at

Procter & Gamble Co.

At Progressive, she will report directly to

Tricia Griffith,

Progressive’s president and chief executive officer.

Write to Alexandra Bruell at [email protected]

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https://www.wsj.com/articles/progressive-taps-packaged-goods-veteran-remi-kent-as-marketing-chief-11632420007