Progressive followed up with the fourth top insurance creative by spend for 2016, before passing the baton back to Geico for the fifth top spot. So why is it a competition between only these two brands for top creatives in the insurance sector? State Farm was the fourth top spender for the financial services category in 2016, yet their top creative only barely broke the $3M mark. Allstate and Liberty Mutual followed closely behind in the financial services category overall by digital spend for the year, ranking in the #10 and #14 spots, but their top creatives never even entered into the $3M spend range.  That’s because Progressive and Geico invested heavily in a limited number of creatives consistently, rather than distributing their budget on more of their creatives throughout the year. One could argue that the two brands saw enough success with these specific creatives to warrant an increase in investment and campaign duration over time. While some best ad practices say to freshen up your ad campaigns regularly to increase awareness, perhaps, if the creative works…don’t fix it.