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Rod Brooks :: CMO :: PEMCO Insurance       

Breaking Thru the Noise: The Power of 12.

It’s loud at a Seattle Seahawks home game. Very loud! The only thing louder were the advertisers screaming for attention when the Hawks headed to the Super Bowl for the second time in as many years. In this session, Rod Brooks, VP and CMO of PEMCO Insurance, will demonstrate how smart businesses are recognizing and participating in the move from an age of interruption to the age of engagement. Brooks will share the way his team broke through the noise to engage with the 12th Man, created fans, generated incredible word of mouth, and activated advocates. You’ll learn how – in less time than most would think is possible – the PEMCO team conceived, implemented, and harvested results from the huge idea that supported the team and community. An idea that some said would never fly!

Key Take-aways:
This exciting case study will demonstrate the effective and relevant use of multiple integrated communication formats. Attendees will:

  • Hear how a regional challenger brand competes with industry Goliaths… and wins!
  • Learn key elements of PEMCO’s integrated plan that required rapid consideration and timely decisions.
  • See how social platforms, paid and earned media, as well as face-to-face events were effectively used to drive results.
  • Understand the metrics of success and how to measure them in an unclear environment.

And, as QB Russell Wilson says, appreciate that… “The separation is in the preparation.”


Rod tells people he’s a marketer to the core. PSAMA thinks so, Rod was named “PSAMA Marketing Legend” in 2014.

Ask him about his “taproot” or his “passion” and he’ll share story after story about why he does what he does. Rod likes to think that he “gets it,” but he also emphasizes that continuous learning and exploration is one of the keys to whatever success he has had.

During his nearly 40-year career, Rod has been the marketing force behind successful start-ups, emerging growth companies, and well established Northwest businesses such as Schuck’s Auto Supply, Egghead Software, and Coinstar. In 1999, Rod took the marketing helm at PEMCO Mutual Insurance Company. With the role came the opportunity to help transform an analytical operations-based organization into a dynamic customer-centric, market-driven and results-oriented mutual organization. Now, almost 15-years later, Rod calls the insurance business one of the biggest marketing challenges he’s faced, and he views PEMCO’s current campaign as one of his most rewarding. He’s a lot like you. A little different!