Brownstein and NJM Showcase the Surprising Side of Business Insurance

Philadelphia, PA – Dec. 5, 2022 – Today, NJM Insurance Group and its agency partner, Brownstein, premiered a fully-integrated campaign for NJM’s business lines. The first large-scale campaign for NJM’s business insurance services offers a fresh perspective on the potential trials of owning a business, and how unexpected scenarios can be remedied by NJM’s award-winning solutions.

To root the campaign in strategic research, Brownstein set out to determine what was important to decision makers when choosing a business insurance carrier. The research found that customers were primarily motivated by a better service experience, as overall satisfaction with business insurance services was dwindling post-COVID. NJM is known for its outstanding customer service that goes above and beyond on behalf of policyholders — a reputation that’s reflected in the campaign’s creative.

The integrated campaign’s overarching theme touches on the unexpected nature of business ownership, with a bit of a twist, and this concept flexes across channels, including TV, radio, print, OLV, and social media. The TV spot, “Banana,” uses a reversal of expectations to not only illustrate the unpredictability of business life, but to also show the breadth of what NJM covers. Meanwhile, the print component of the campaign takes a slightly more exaggerated approach, engaging readers with an archetypal “If a tree falls in the woods…” scenario that picks up speed (and suspension of disbelief) as it continues.   

“The approach of this campaign uses classic storytelling devices while reminding us that, in business, you can count on the unexpected happening, no matter what industry you’re in,” noted Brownstein Creative Director, Adrian Castillo. “But, when that does happen, you can trust you’ll have an unexpectedly great claims experience with NJM.”

The launch of this campaign coincides with the launch of NJM’s total insurance solution, available to businesses through their extensive network of agents. In addition to workers’ compensation and commercial auto, NJM now offers a variety of insurance packages to businesses of all sizes, including ProEdge Businessowners Policies, ProPack Commerical policies,   and Commercial Excess and Umbrella Coverage. 

“Consumers in our markets may be familiar with NJM’s No Jingles or Mascots campaign, but now we’re seizing the opportunity to introduce total insurance solutions for businesses with a unique creative approach,” said Cam Maio, Vice President of Marketing at NJM. “We pride ourselves on going the extra mile for our customers, both big and small, and this campaign reinforces that NJM will be there for your business, even when the unexpected occurs.” 

The latest campaign from NJM was ideated and produced by Brownstein, NJM Insurance’s longtime agency of record, and directed by James Haworth, a seasoned commercial director who has crafted spots from brands such as Walmart, McDonald’s, and Subway. It will air in New Jersey and Pennsylvania beginning in late November.

About Brownstein

Brownstein is an independent advertising agency based in Philadelphia. Founded at the height of the Creative Revolution in 1964, we are one of the longest-running independent agencies in the country, offering expertise across brand strategy, advertising, and digital services. We build unstoppable brands by helping clients navigate the changing tides of culture and business with a focus on Brand Longevity™, and have worked with a range of companies, including NJM Insurance,IKEA USA, Comcast Xfinity, DuPont™ Sorona®, TruGreen, The GIANT Company, and ACI Worldwide. Brownstein is an Ad Age Small Agency of the Year, a PRNEWS Small Public Relations Firm of the Year finalist, and an inductee into Advertising Week’s Madison Avenue Walk of Fame. We are part of Brownstein Group’s network of agencies, alongside Red Thread PR, Nucleus Digital, and Studio215. 

About NJM Insurance Group

NJM is among the Mid-Atlantic’s leading property and casualty insurers. Founded in 1913, NJM’s mission is to provide value-based insurance solutions to its policyholders with the highest levels of service, integrity, and financial stewardship. The Company operates in a mutual fashion for the exclusive benefit of its policyholders. Headquartered in West Trenton, NJ, NJM employs nearly 2,500 workers. For more, visit njm.com.

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