IIABA Picks A Boss For Branding Effort

Trusted Choice is the consumer marketing brand created by IIABA and independent agency companies to educate consumers that Trusted Choice agencies provide them with the qualities they value from an insurance provider?choice, customization and advocacy.

Mr. Rusbuldt said Mr. Acord had a wealth of experience "that will be indispensable as he takes the branding program to its next level of achievement.

"Larry was intimately involved in the development of Trusted Choice^SM as an executive of an insurance company partner in the program and played a key advisory role with the brand since it was introduced to the industry and consumers. This knowledge will allow him to hit the ground running as we work to encourage more agencies and brokerages as well as companies to join the growing Trusted Choice^SM branding movement."

Debra L. Perkins, IIABA executive vice president, said, "We are very pleased to have someone of Larry's industry stature taking the reins of the Trusted Choice branding program. Larry is highly regarded by his industry peers for his expertise on agency and brand management."

IIABA said besides his work for Main Street America Group, Mr. Acord has served on several industry commissions and has received awards in recognition of his contributions to the future of the industry and the independent agency system.

Mr. Acord also served as a member of IIABA's Future One Board of Directors, Council for Best Practices and the association's former National Communications Program.

Mr. Acord began his career in insurance at Allstate as an agent and held several field- and home-office leadership positions at the company, including in its independent agency channel.

Mr. Acord joined National Grange Mutual in 1997 as vice president of marketing and was promoted to vice president of sales and communications in 2001.

IIABA said six national insurers have joined Trusted Choice to date: Encompass Insurance, Kemper Insurance, MetLife Auto & Home, Progressive, SAFECO and The Hartford.

Eleven regional companies are Trusted Choice partners: California Insurance Group, Cascade National Insurance, Central Insurance Companies, Kentucky National Insurance, MSA Group, Merchants Insurance Group, National Security Fire & Casualty, Ohio Casualty Insurance, Rutgers Casualty Insurance, Selective Insurance Group and Summit Insurance (R.I.). Also, InsurBanc, a federal thrift bank created by IIABA, is a Trusted Choice strategic partner.

IIABA said the Trusted Choice brand will be promoted nationally next year with advertising, insurance company and agent and broker ingredient branding, public relations, agency marketing, and Internet communications.

Consumers IIABA said consumers will be directed to www.TrustedChoice.com, where they will find an Agency Locator and consumer information on numerous insurance topics.

IIABA said Trusted Choice is the consumer marketing identity for nearly 3,000 participating independent insurance agencies and brokerages and their branch locations.