Progressive is sticking with perky sales rep character Flo, now imagining her in a commercial as an 11-year-old running for a school election and exhibiting a nascent version of her TV personality. "As long as we keep her fresh and relevant which we are really doing, as is showing in the results ... she could go on for a long, long time," says Jeff Charney, Progressive's chief marketing officer, of the Flo character now in her sixth year.

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