Ted Ward is the vice president of marketing for GEICO. He was hired in 1984 and was promoted to assistant vice president in 1989. In 1996, he was put in charge of GEICO's marketing department. Ted earned his MBA in marketing from the College of William and Mary. He has been instrumental in the development of some of the most memorable marketing campaigns on a national scale.
He is most noted for creating the gecko campaign along with the Martin Agency in Richmond. A focus group had been calling the company both 'geeko' and 'gecko.' The idea originated when having dinner with the Martin Agency and a green lizard appeared on a napkin. In the subsequent commercials, the gecko speaks with an English (Cockney) accent because it would be unexpected, according to Martin Agency's Steve Bassett. Jake Wood, a British actor and comedian, is the current voice of the GEICO. With his British accent, the little green lizard was voted America's favorite advertising icon in 2005.
After a meeting with Warren Buffett, GEICO's owner, they needed to let people know how easy it is to use their online service. Again, he sat down with Martin Agency's Joe Lawson and they came up with the line: It's so easy, a caveman could do it. In 2004, the campaign was launched and by 2007 GEICO created and launched an interactive Flash Web site starring the GEICO commercial cavemen entitled Caveman's Crib.
GEICO (Government Employees Insurance Company) is the third-largest private passenger auto insurer in the United States based on the latest 12 months written premium. It provides auto insurance coverage for 9 million policyholders and insures some 15 million vehicles.
For these achievements and many more, the American Marketing Association-DC is inducting Ted Ward into our Hall of Fame for 2009.
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