The Maryland Automobile Insurance Fund (Maryland Auto) is an automobile insurance carrier created by the State of Maryland in 1973. Its primary business is to supply automobile insurance coverage to Maryland residents who have been turned down by two private carriers or cancelled by one private carrier. Maryland Auto only provides automobile insurance coverage. This account would be administered from the Baltimore office in accordance with Part I section C below

The purpose of this RFP is to solicit proposals from advertising agencies who can provide creative content development services, potentially including digital banner ads, social media ads, radio spots and out of home and experiential campaigns. The ideal vendor will have experience in developing new creative content that is consistent with and compliments existing brand guidelines and existing creative inventory, while introducing new concepts to reach target audiences with relevant messaging, across integrated campaigns.


The Maryland Automobile Insurance Fund (Maryland Auto) was created by the legislature of the State of Maryland in 1972, and commenced operations on January 1, 1973.

Maryland Auto’s purpose is to provide automobile liability insurance to Maryland residents who are unable to obtain automobile insurance in the private market thereby reducing the number of uninsured motorists in the State. Maryland Auto is an independent agency of the State of Maryland and its enabling statutes are found in Title 20 of the Insurance Article of the Maryland Annotated Code. Maryland Auto does not receive state funds. Maryland Auto’s operating funds consist of revenues, premiums and other receipts provided by law.

Maryland Auto is governed by a Board of Trustees consisting of nine members appointed by the Governor with the advice and consent of the Senate for a five year term. The Executive Director runs the day to day operations of Maryland Auto and serves at the pleasure of the Board of Trustees.

Ann Cox Ansel, Chair (1-year term beginning October 1, 2020), 2021; Robert L. McKinney, 2021; John F. Banghart IV, 2022; Lonnie R. Robbins, Esq., 2022; Audrey E. Scott, 2022, Pamela D. Mitchell, 2023; Timothy J. Murphy, Esq., 2023; Glenda Beach, Esq., 2025; William D. Mayer, 2025.

Al Redmer, Jr., Executive Director

Scope of Work:

The purpose of this RFP is to select an agency to assist with developing new creative content that can be used across platforms to educate drivers about Maryland Auto and the products, services and payment options that Maryland Auto offers. Content development scope could include digital display, social, radio, out of home and experiential. Specific creative development campaigns will be initiated as needed. Goals of new creative development campaigns will include increasing awareness of Maryland Auto among Maryland drivers in need of coverage outside of the standard market and among auto insurance producers in the state. The selected agency will provide analytics and metrics that will guide decisions regarding allocation of resources, optimization and measurement of ROI.

All submissions must provide clear, direct and comprehensive responses to the following questionnaire. Do not deviate from the order or format of the questions. Provide only those attachments which you note in your response. Maryland Auto will not review any other attachments. Submissions must adhere to the following format and be submitted in accordance with the proposal date specified in Part 1-D. Maryland Auto will not grant requests for extensions. Maryland Auto will not consider any late requests for modification or withdrawal.

You may submit your response either by email or in hard copy printed form. Please do not submit electronic responses through eMaryland Marketplace. Instead, please email your responses to Responses by email must contain the phrase “Creative Services” in the subject line. If you submit the proposal in printed format, please include three (3) copies. You must place your printed proposals in a sealed envelope and the outside of the envelope must clearly indicate that it contains a PROPOSAL. Address Printed proposals to: Ms. Delaine McMath, Director of Auditing Maryland Automobile Insurance Fund 1215 E. Fort Avenue, Suite 300 Baltimore, MD 21230

Due Date:

November 20, 2020 at 5:00pm EST


MARYLAND AUTOMOBILE INSURANCE FUND 1215 East Fort Avenue Suite 300 Baltimore, Maryland 21230

Agencies worth considering includes Peppercomm and Magrino PR.

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