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Progressive Insurance | Brand Guidelines
Introduction to character writing
Our characters are some of the most recognizable voices in advertising and writing them well is an art. This section covers leading characters in the Progressive universe: Flo, Jamie, Mara, Dr. Rick, Alan, Janice, and the rest of the squad. Each entry covers who they are, how they sound, their key behaviors, common channel pairings, and what they'd never say.
Note: Character-driven copy follows strict guidelines and needs Marketing approval before publishing. Reach out to brand@progressive.com for more information.
