How a Direct Response Agency Won a Major Campaign with The Hartford
| Client Type | Direct Response Agency, Insurance Marketing |
| Win | Significant Campaign, Personalized Video, HR Platform and Design Work, The Hartford |
| Verticals Served | Insurance, Financial Services, Wealth Management |
The Challenge: An Insurance Marketing Agency With No Path to the Next Big Client
This insurance marketing agency didn’t just work in insurance, it was all they did.
They built their entire practice around the specific challenges insurance carriers face: how to reach agents and brokers more effectively, how to use personalized video and segmentation to improve conversion, and how to create communications that actually change producer behavior.
That kind of focused expertise is a real differentiator, but it doesn’t sell itself.
Getting in front of the right marketing decision-makers at major carriers and insurers required consistent outreach that the agency couldn’t sustain on its own while managing client work.
Referrals and existing relationships kept the business running, but they weren’t enough to drive the kind of growth the agency was capable of.
They needed a disciplined program that could open doors with major insurance brands, consistently and over time.
Why Outsourced New Business Made Sense
Agencies that specialize as tightly as this one sometimes, counterintuitively, find that their expertise is actually a harder sell to new prospects. The people who understand the value of what they do are already working with them.
Getting to the next conversation requires breaking through to decision-makers who don’t know them yet.
RSW/US assigned a dedicated New Business Director to work on the agency’s behalf, building awareness with the right contacts at insurance carriers and reaching out through phone, email, LinkedIn, and direct mail.
The goal was to generate qualified conversations with senior marketing decision-makers who could act on what the agency offered.
How RSW/US Built the Program
The kick-off process focused on what made this agency genuinely different in a crowded field: they’d built their practice exclusively around insurance, which meant no learning curve, no generalist thinking, and deep familiarity with the regulatory, distribution, and marketing challenges carriers deal with every day. That became the core of all outreach messaging.
RSW/US built a targeted prospect list of major carriers and insurers where the agency’s capabilities in personalized video, segmentation, digital tools, and HR platform work were directly relevant.
Outreach was designed to speak to real challenges those marketing teams faced, not just to announce the agency’s existence.
The Hartford was a priority target given the strength of the fit. The outreach program kept the agency visible and credible over time, and when the opportunity developed, the agency was well positioned to respond. It took persistence, but the program kept moving the relationship forward until the timing was right.
The Result: A Major Win with The Hartford
The agency won a significant engagement with The Hartford that included a major campaign, personalized video, a new HR platform, and design work. The client agreed to almost the entire proposal, and the project started immediately.
It was one the program had been working toward for a while, and the persistence paid off.
For an agency whose entire practice was built around insurance marketing, winning a project of this scope with one of the most recognized names in the industry was exactly the kind of result the new business program was designed to produce.
Is Your Agency Missing Out on the Clients It Should Be Winning?
If your agency has real expertise and a clear point of view, RSW/US can help you get it in front of the right decision-makers. We build the program, generate the right meetings, and help move opportunities forward.
Want to see exactly what’s included in a full program? Explore Our Offerings
