Laughlin Constable: Creates new branding campaign for ACUITY


MILWAUKEE – ACUITY, one of the nation’s fastest growing property and casualty insurers, has selected Laughlin Constable as its first consumer advertising agency to help grow its business. Laughlin Constable is creating an integrated marketing campaign for the mutual insurance company, which is the only commercial regional insurer to be rated A+ by both A.M. Best and Standard & Poor’s.

The campaign helps communicate the strength and culture of the company, recently ranked by Fortune as the #2
large company to work for in America
. Founded in 1925, the Sheboygan, Wis.-based firm writes a broad spectrum of property and casualty coverages for families and businesses through more than 1,000 independent insurance agencies in 25 states. It generates more than $1.3 billion in annual revenue and manages more than $3.5 billion in assets

The integrated campaign is designed to build targeted awareness of ACUITY among prospective personal lines and commercial lines customers to ultimately drive online quotes and policy purchases. The campaign will include online banner and video ads, online radio, and social media advertising. It also will include a complete redesign of ACUITY’s
. Laughlin Constable also is providing branding strategies, channel recommendations and continued marketing thought leadership for the organization.

“To continue ACUITY’s strong growth, it is essential that we share our story of superior service, consistency and financial stability to a wide audience and across multiple channels,” said Ben Salzmann, ACUITY President and CEO. “We are confident that Laughlin Constable’s capabilities, creativity and forward-thinking, integrated approach will help us tell our story to consumers, businesses and independent agents.”

“ACUITY is a very creative company that is well-regarded for its consistent growth and its financial strength. As an agency, we’re excited to bring our leading technology know-how and creativity to help generate a greater awareness of ACUITY’s capabilities and services,” said Mat Lignel, CEO of Laughlin Constable.


ACUITY, headquartered in Sheboygan, Wis., is a property and casualty insurer that operates in 25 states, generates over $1.3 billion in revenue through 1,000 independent agencies, and manages more than $3.5 billion in assets. Named the #2 large company to work for in America, ACUITY employs 1,200 people.

Laughlin Constable

Laughlin Constable is a 4A’s Top 25 independent agency that has been providing integrated marketing services to its clients for nearly 40 years. With offices in Chicago, Milwaukee, New York and New Jersey, Laughlin Constable works with clients seeking transformation, helping them solve for their future with brand strategy development, digital marketing, design, advertising, public relations, media research, planning and buying. Its annual billings are in excess of $250 million. The agency’s clients include: Wisconsin Department of Tourism, Bon-Ton Stores, Sears Holdings, Food Network, Lung Cancer Alliance, USA Network, PDC Brands, Medela, Northwestern Medicine, Master Lock, MillerCoors, Paris Presents, Palermo Villa and Bright Start/Oppenheimer Funds. Laughlin Constable is in the business of propelling companies and brands FROM NOW TO NEXT™. For more information, please visit,
or follow LC on Twitter @LaughlinAgency.