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WWD&S Helps PURE Insurance Create Integrated Campaign with New Tagline, “Love Your Insurance”

May 24, 2013

WHITE PLAINS, NY (June 25, 2013) – PURE, a member-owned insurer designed for the unique needs of high net worth (HNW) families, today unveiled a new and unique marketing campaign created by NY-based ad agency Woods Witt Dealy & Sons (WWD&S), representing the company’s biggest marketing effort since its launch in 2007. The fully integrated campaign – which introduces a new tagline, “Love Your Insurance” – harnesses real words and reactions from real PURE members to differentiate the insurer’s offering as a coveted service in an industry often viewed by consumers as heavily commoditized.

“The tagline, ‘Love Your Insurance,’ is intentionally whimsical and seemingly paradoxical,” said Phyllis Dealy, partner at WWD&S. “After scouring hundreds of claim surveys and other testimonials, we were struck by the appreciation and passion of PURE Insurance’s members. It occurred to us that ‘love brands’ can exist in this industry.”

The :30 TV spot, featuring music by Fitz and the Tantrums, simply and elegantly showcases the words and positive reactions from PURE members in a way that conveys their genuine enthusiasm for their insurance company. Other elements of the campaign include OOH, radio, website redesign and digital banners. All executions direct consumers to more “love stories” on Each love story is an individual member’s account of their experience with PURE, often following the claim process. Visit PURE’s Campaign Spotlight to view the campaign in whole.

“PURE is dedicated to alignment of interests and creating an exceptional member experience,” said Mark Galante, Chief Marketing Officer with PURE. “The member enthusiasm showcased in the campaign is deeply valued and humbling, and we hope it will help change the expectations that successful families have of their insurers. Internally, this campaign is a rallying cry for all of our employees to create more ‘wows’ for the membership every day.”

The campaign launches on June 24 in Seattle, Portland and Santa Fe. Additional rollout to VA, DC, Boston and Las Vegas will begin appearing in the fall.

About Woods Witt Dealy & Sons

Woods Witt Dealy & Sons is an independent, full service NYC advertising agency that liberates and moves brands forward across all platforms from traditional, digital, mobile, social, events and cause marketing. In 6 short years Harry Woods, Gill Witt & Phyllis Dealy have built WWD&S into one of New York’s premier independent agencies, serving an impressive list of clients including Duracell Powermat, Cheerwine, Hickory Farms, PURE, Jam Speakers and Cuddl Duds.

For more information, visit

About PURE

Privilege Underwriters Reciprocal Exchange (PURE) is a policyholder-owned insurer dedicated to creating an exceptional experience for responsible high net worth individuals and families. PURE provides best-in-class, customizable coverage throughout most of the U.S for high-value homes, automobiles, jewelry, art, personal liability, watercraft and flood. Inspired by some of the finest policyholder-owned companies in the world, PURE emphasizes alignment of interests and transparency. PURE’s low cost of capital, careful member selection, and proactive risk management all contribute to highly competitive rates. As a member of The PURE Group, PURE is rated A- “Excellent” for Financial Strength by A.M. Best. In return for a fee, PURE Risk Management, LLC acts as Attorney-in-Fact for PURE.

For more information or to find a local agent, visit


Editor's Notes:

Interviews with PURE's executives, agents and members may be coordinated. Copies of the A.M Best Company report are available.

This material is descriptive only. The precise coverage offered is subject to the terms and conditions of the policies issued. The rights and responsibilities of members are subject to the Subscriber’s Agreement and Power of Attorney. Coverage may not be available in all jurisdictions. *Average savings as of 12/2012 based on members countrywide who reported savings to PURE since inception. Actual savings, if any, will vary.