A communications firm has started a unit that will court insurers and insurance distributors.

O’Brien Communications Group L.L.C., Westbrook, Conn., has formed an insurance practice management unit that will help clients come up with ideas for branding, generating leads, and measuring campaign performance.

Members of the insurance team include Andreja Bozovic, who founded an insurance software firm; Bob Helvey, an insurance software and insurance services sales veteran; and Mark O’Brien, who has worked on insurance advertising and insurance marketing teams at advertising agencies, public relations firms and insurance companies such as Aetna Inc., Hartford (NYSE:AET).