Planit: marketing agency lands state auto insurer

Officials at the downtown marketing, advertising and digital agency Planit announced this month that the Maryland Automobile Insurance Fund has named it its ‘agency of record.’ Getting governments to use IT and creative firms in their jurisdictions has long been a rallying cry of many a young tech scene.
“Not only does MAIF have a quality product, they also have a team that’s committed to doing things differently than they’ve been done in the past,” said Sarah Quackenbush, Planit’s director of client engagement, in a release. “Planit is known for being respectfully disruptive, and we thrive on the challenge of reinvigorating a dormant brand, so this is truly a perfect fit for us.”
MAIF is a 42-year-old, state-founded nonprofit that offers auto insurance to drivers otherwise unable to obtain it on the private market. Founded in 1994, Planit is one of the city’s most established marketing firms, listing Dewalt and Def Jam Records as clients. In April, Planit announced it was a nominee for a Webby, the annual Internet awards program, for work it did with PBS.
“We chose Planit because they have demonstrated success in their approach to building brands and we are confident they can replicate this with our organization,” said MAIF spokeswoman Cathy Nyce. “We’re excited to have Planit help us convey our message in a new way, which will help us continue to reduce the number of uninsured drivers in Maryland.”
Planit’s campaign for the insurer will launch in 2014 on both traditional and digital media, according to the release.