HLK, a full-service creative agency headquartered in St. Louis, has been named brand and media agency of record for Sentry following a four-month competitive search process. HLK’s passion for the business and B2B marketing expertise secured its new position for the business insurance leader.

Sentry is based in Stevens Point, Wisconsin, and the business is built on a foundation of service to its policyholders. With over 5,000 associates in Stevens Point and across the U.S., Sentry is a leading mutual insurance company, most known for its expertise in business insurance.

Our team will lead all brand strategy, creative development, and media planning and buying for the brand, culminating with a new brand campaign expected to launch in the next year.

With two gold and one silver B2B Marketing awards in 2024 alone and experience building brands like Envu, formerly Bayer’s Environmental Science division, HLK’s proven track record in B2B marketing sets the stage for success and growth of the Sentry brand in 2025.

“From the start, our connection with Sentry just felt right,” said Emily Kircher, chief marketing officer at HLK. “We both share a passion for building people-centric business brands and want to see compelling ideas and storytelling in the B2B space. Our shared Midwest roots make this partnership even more special and we’re excited to embody that spirit in our work together.”