IIAA Launches AdWorks Agency To Satisfy Big 'I' Agents' Media Plans

N/Aany%> (IIAA) has launched AdWorks, a full-service advertising agency that creates, budgets and implements television, radio and print campaigns customized for Big "I" agents and local and state associations.

Based in Chicago, AdWorks will develop a media plan negotiate the media buy and handle tagging, shipping and billing so that agents reach their preferred advertising markets on the local and state levels with a minimum of effort.

AdWorks will largely concentrate on IIAA's "Choice and Fit" advertising campaign, featuring the humorous "Big Hair" and "Big Suit" commercials. The service also can manage agent-advertising campaigns on any network or cable channel and on any schedule. The 1998 national campaign, running on CNN, Headline News and The Weather Channel, has nearly doubled the number of monthly consumer visits to IIAA's Web site since the campaign premiered on March 23.

"Many independent agencies tell me they've considered advertising and were frustrated and overwhelmed with the process," says Peter van Aartrijk Jr., IIAA vice president of communications. "AdWorks helps agents make the right decisions about whether and how to get started. And AdWorks will see the process through for every agency to the finished product."

"This is a great opportunity for agents to bring the proven benefits of a national advertising campaign directly to the local level," adds van Aartrijk.

Agents are encouraged to form groups through their local boards and state associations to help maximize company co-op dollars and increase local advertising revenue. IIAA is now working with insurance companies to help determine which ones will authorize agent cooperative advertising funds for AdWorks. Big "I" members can contact AdWorks toll-free at 877-ADWORKS/877-239-6757.