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Philbin is New Trusted Choice Executive Director


Brings Considerable Experience to New Post


ALEXANDRIA, VA, July 28—Heather Philbin, a seasoned expert in branding, with substantial experience in marketing and communications, is the new executive director of Trusted ChoiceSM, announces Big “I” Executive Vice President Debra L. Perkins today.


Trusted ChoiceSM is the consumer marketing brand created by the Independent Insurance Agents & Brokers of America (the Big “I”) and leading independent agency companies to convey to consumers that Trusted ChoiceSM agencies offer the qualities consumers value most from an insurance counselor—choice, customization and advocacy. Thousands of Big “I” members have joined the Trusted ChoiceSM movement.


“We are very impressed with Heather’s talent and vision. The combination of her exceptional brand-management experience and strong marketing leadership will position Trusted ChoiceSM for continued growth and success,” says Perkins.


“Heather is an excellent addition to our brand team,” continues Perkins. “She possesses an extremely strong background in strategic and tactical implementation of brands and an excellent creative focus to increase consumer as well as agent and broker recognition of the Trusted ChoiceSM brand.”


“Heather’s broad experience in brand management and outstanding communications capabilities will enable her to make immediate and lasting contributions to the growth of Trusted ChoiceSM, says Ronald A. Smith, CPCU, Trusted ChoiceSM Board chairman and president of Smith, Sawyer & Smith, Inc., a Rochester, Indiana-based independent insurance agency.


Philbin will manage the day-to-day operations of the Trusted ChoiceSM brand, including strategic planning and implementation; recruiting agents and brokers as well as carriers, advertising programs, Web site management, and public relations activities.


She joins Trusted ChoiceSM from CGI (formerly American Management Systems), a Fairfax, Va. based global business and information technology consulting firm. At CGI, Philbin managed the company’s brand program, including researching and developing brand strategies, establishing research-based brand positioning, and managing communications about the brand.


Prior to that, Philbin was editorial director and company officer for Carter + Cosgrove Company, a leading marketing communications firm based in Alexandria, Va. As a senior strategic communications and marketing manager, Philbin developed and managed brand activities and marketing strategies for the firm’s public entity and private enterprise clients.


Philbin graduated from Salve Regina University in Newport, R.I. and earned a master’s degree in English from the University of Rhode Island.


Complementing the involvement of Trusted ChoiceSM agents and brokers in this brand initiative are 27 company and strategic partners.


Ten national insurers are Trusted ChoiceSM company partners: Encompass Insurance, Markel Insurance Company, MetLife Auto & Home, Ohio Casualty Insurance, Progressive, Rain and Hail Insurance Service, Safeco Insurance and three Unitrin divisions: Kemper Auto and Home, Unitrin Multi Lines Insurance and Unitrin Specialty Lines Insurance


A total of 16 regional companies are Trusted ChoiceSM company partners: America First Insurance, Capital Insurance Group, Central Insurance Companies, Colorado Casualty, Consumers Insurance, GoAmerica Auto Insurance, Golden Eagle Insurance, Hawkeye-Security Insurance, Indiana Insurance, Main Street America Group, Maine Mutual Group, Montgomery Insurance, National Security Fire & Casualty, Peerless Insurance, Selective Insurance Group and Summit Insurance (R.I.). InsurBanc, a federal thrift bank created by the Big “I,” is a Trusted ChoiceSM strategic partner.


Trusted ChoiceSM is the consumer marketing identity for thousands of participating independent insurance agencies and brokerages firms and their branch locations. These businesses offer consumers a choice of insurance companies and policies, customization of policy coverage and advocacy support. IIABA is the nation’s oldest, most respected agent and broker association. Web site:

​127 South Peyton Street
Alexandria VA 22314
​phone: 800.221.7917
fax: 703.683.7556

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