Sentry Insurance Debuts First TV Advertising Campaign in More Than 30 Years

CHICAGO [December TBD, 2017] – Sentry Insurance, one of the largest mutual insurance companies in the United States, is debuting its first national television campaign in more than 30 years. Created by gyro Chicago/Denver, the spots will debut in late December during the Golf Channel’s broadcasts leading up to, and including live coverage, of the Sentry Tournament of Champions on January 4-7, 2018.

The campaign brings to life Sentry’s successful “Right By You” business-to-business brand platform which helps businesses understand how Sentry earns their trust by sitting down, talking, and listening to them. The concept is brought to life via two iconic blue chairs, representing the two-way conversation between Sentry and its customers.

The TV spots target a variety of business owners including “dealerships that keep businesses in business and the factories that keep the wheels of commerce moving.”

“They illustrate Sentry’s commitment to getting to know our customers, and understanding their business and the risks they face,” said Stephanie Smith, Sentry vice president of Marketing and Brand Management. “We’re better able to work with them to develop the right insurance coverage, safety services program, or retirement plan based on their needs.”

Earlier this year, Sentry signed a five-year agreement with the PGA TOUR to become the sponsor of the Sentry Tournament of Champions golf tournament. It is the 110-year old company’s first major sports sponsorship.

The four TV spots are part of an integrated campaign supported by digital, print, event activations, and public relations.

“Sentry is a highly respected company who understands the needs of their customers,” said Doug Kamp, ECD, gyro Chicago/Denver. “The PGA TOUR is a perfect platform to tell their humanly relevant story for the first time in more than three decades. We are thrilled to help raise awareness for a brand that truly practices what they preach.”


About Sentry Insurance

Formed in 1904, Sentry is one of the largest and financially strongest mutual insurance companies in the U.S., holding an A+ (Superior) rating from A.M. Best, renewed in 2016. Headquartered in Stevens Point, Wisconsin, Sentry employs more than 4,000 associates across the nation. The company and its subsidiaries sell property and casualty insurance, life insurance, annuities and retirement programs for businesses throughout the country. See for a complete list of underwriting companies.

About gyro

As the world’s first full-service global creative B2B powerhouse, our mission is to create ideas that are humanly relevant. gyro is Advertising Age’s 2016 B2B Agency of the Year and the BMA’s 2016, 2015 and 2014 Global B2B Agency of the Year. Our 700 creative minds in 16 offices work with top companies, including Aflac, Danone, eBay, Google, HP, John Deere, TD Ameritrade, Teva, USG and Vodafone. gyro is a part of the Dentsu Aegis Network, which is the 2017 MediaPost Holding Company of the Year.