The General and Energy BBDO Logos

Nashville, Tennessee (June 6, 2022) — The General, a subsidiary of American Family Insurance, has hired Energy BBDO as its new Agency of Record after a competitive pitch process. The decision was made after a review that started in February.

The General, a leader in the non-standard insurance market, has undergone a substantial brand reinvention in recent years.

“We were looking for a partner who could bring new meaning to our brand and character through a performance-driven, digital-first mindset,” said Kale Sligh, VP of Marketing at The General. “A partner with the right capabilities and collaborative style to continue to accelerate our transformation journey.”

Energy BBDO will continue to work with The General’s ambassador, Shaquille O’Neal, who became a customer while in college at LSU and has been featured in the brand’s most recent campaigns.

Energy BBDO’s first campaign work is set to launch by the end of 2022.

“From our first meeting, we were inspired by the deeply empathetic approach that The General takes to supporting its customers,” said Jeff Adkins, President and CEO of Energy BBDO. “The company has kept people on the road for nearly 60 years, finding new and innovative solutions to give people a break when they need it most. We can’t wait to partner with The General team to fulfill that ambition.”

The account will be led out of Energy BBDO’s Chicago office, with collaboration from BBDO New York, who currently serves as AOR for American Family Insurance.

“We are thrilled to continue to grow our partnership with American Family Insurance” said David Lubars, Worldwide CCO of BBDO. “The General is a fantastic organization with a strong heritage, we look forward to collaborating with the team to deliver business and brand-building work together.”



Maura Gallagher

(614) 565-7626

About The General Insurance

The General Automobile Insurance Services, Inc. (The General®) is a licensed insurance agency and subsidiary of PGC Holdings Corp. (PGC), which is wholly owned by American Family Mutual Insurance Company. Through its insurance company subsidiaries and their predecessors, PGC has been writing automobile insurance since 1963, serving customers who may find it difficult to obtain insurance from other carriers at a reasonable rate. Visit or follow The General on Twitter, Instagram, and Facebook.

About Energy BBDO

Energy BBDO is a leading-edge creative organization that energizes people and brands. Based in Chicago, it’s a subsidiary of the BBDO Worldwide Network.  Every day, BBDO people in 81 countries work job by job and client by client to create and deliver the world’s most compelling commercial content. BBDO is part of Omnicom Group Inc. (NYSE-OMC) (