CMO50 #26-50: Dominic Brandon, Allianz
Allianz Australia’s group manager of marketing and brand has four key areas he’s prioritising over the next 1-2 years that should be on many a CMO’s checklist.
The first priority, Dominic Brandon says, is optimising investment in advertising media, while the second is enhancing and expanding data and analytics capability beyond the retail business to intermediated channels.
“We’re also looking at employing automation and programmatic tools to nurture prospects and support our customer’s needs and expectations, and creating relevant, engaging content to reach customers and prospects through online and offline channels,” he says.
From the CMO50 submission
Business contribution and innovation
Brandon has developed an overarching brand position across all business units based on the international Allianz Group’s brand strategy development. He was also a contributor to employer brand development, based around the theme ‘because you matter’, as well as led customer value proposition development across different businesses and segments within the insurance group.
More specifically, Brandon has contributed to management meetings for Direct Life and Direct personal lines businesses, as well as developed sales campaigns for Direct personal lines and financial intermediary businesses.
Modern marketing and customer engagement thinking and effectiveness
One of the most recent marketing activities for Brandon was the ‘Ahhh Moments’ brand communications, which has since been recognised as one of the most effective campaigns in Australia. The concept was based on linking the brand to the emotionally charged moment when people need insurance. The campaign had immediate impact, lifting sales by 30 per cent and doubling brand awareness.
The ‘Ahhh moment’ has entered the vernacular with customers and public, and has triggered further interactions in social media. This year, the campaign was awarded a Silver Effie in the long-term effects category.
Data and/or technology driven approach
Allianz’s share of expenditure typically ranks sixth in the market, however unaided ad awareness is much higher. Brandon attributed this strong position to creative consistency and innovation in media.
Recent innovations have include incorporating ‘Ahhh moments segments’ in sports programming, allocating a proportion of TV for TARP buy on digital channels.
Brandon said data-driven activity for his team involves campaigns and programs on weekly basis with propensity modelling and next-best actions to improve retention and cross-sell.To drive this further, he’s working with data and analytics to expand data-driven programs beyond the Retail Direct business and to include Financial Intermediary and Motor Dealer businesses.
Brandon listed a number of creative achievements including:
- Tracking advertising effectiveness though TNS. This was about building a more emotional connection with the ‘Because it matters’ execution, retaining key branding devices and appropriate humour.
- Public and customers comment in social media on the ‘Ahhhs’ in the TVC and even their own ‘Ahhh moment’
- Awarded a Silver Midas award for YouTube ‘be OK’ button where viewer interacts with ad. This again is about having fun with the brand, Brandon said.