Hasta La Creative!

Geico’s Gecko spokes-lizard has become so iconic that he shows up as a human-size mascot at sporting events. He’s even milking his fame with a new book. But the insurance firm did not originally intend for the popular character to become its longstanding brand representative. Data analysis determined that, according to Geico CMO Ted Ward.

For 10 years, Geico has worked with Merkle, a database-marketing consultancy, to run the insurer’s marketing database, handle its direct mail and print-campaign analytics, and manage its targeted digital display ads. Geico also works with Martin Agency and Horizon Media on advertising.

A peek inside the data-storage facility in Merkle’s Columbia, Md., headquarters — about 20 miles southwest of Baltimore — reveals what may look like just a bunch of servers. But for Merkle’s brand clients such as Geico, Dell and Loews Hotels, it’s much more. Within those meticulously cooled steel chambers pulses marketing lifeblood.

Continue reading at AdAge.com