Allianz A/NZ marketers help drive global brand transformation and advertising plan

Local marketing chief says the business will invest in more top of funnel activity aimed at elevating the brand's standing


Brand-led advertising is firmly on the agenda for the Allianz A/NZ team after the local business became a pilot market for the group’s global brand transformation.

Allianz A/NZ chief market manager, Nicholas Adams, told CMO the insurance giant is working on a plan to overhaul its brand look and feel globally, as well as transform the way it undertakes advertising by elevating messaging and approach to be more emotive and brand-led.

Historically, Allianz has focused on what Adams described as ‘level four’ advertising, or creative aimed at triggering customers to take a direct action. This lies in contrast to top-of-the funnel activities aimed at building reach, interest and emotional engagement. Messaging previously tended to focused on things such as save 10 per cent or 15 per cent.

"We never engaged in level one advertising to position the brand at a global level, or level two, focused on local brand building. In fact, it was rare to advertise at level three, with product proof points,” Adams explained.

“Next year, we’re investing into all three levels.”  

Australia is a pilot market for the global brand transformation, and the local team has been working with Allianz marketers globally to build out the approach and more brand-oriented positioning. Adams said his team will then pull that down into A/NZ campaigns and executions aimed at elevating the brand’s standing locally.  

“We’re going to make substantial investments into level two advertising in 2021,” he said. “We’re going to invest in advertising with product proof points, supported by level four messaging. It’s really changing the structure of our approach and ensuring we will be more integrated globally.”

In addition, Allianz is investing in a new customer data platform (CDP), which will help to further target messaging to customers.

Adams said the decision to invest in strategic brand advertising wasn’t taken lightly. “This took a long time to sell in, as we were so anchored on level four and knew discounting works,” he said. “It’s a leap of faith for the business to do this.” 

By investing in more strategic brand activities, Adams said Allianz expected to improve its customer Net Promoter Scores, along with brand consideration, and drive better efficiency of level four advertising.

The brand work is just one of the ways Adams is playing a direct role in the transformation of Allianz’s marketing locally and globally. He noted Allianz’s brand metrics had made it clear substantial work needed to be done in order to lift engagement, particularly with consumer customers.

“We have very high brand awareness of 80 per cent, which is comparable with our competitors. But consideration is relatively low – 45-46 per cent. I call it the ‘yeah/nah’ factor,” Adams told CMO in a recent interview. “Yes, consumers know who we are, but they’re not converting. Our job as marketers is to make this a ‘yeah, yeah’ company and get us on the front foot so customers are considering us for insurance.”

To accomplish this, Adams has undertaken a digital and technology capability overhaul, building out a data-driven customer insights engine. Alongside this, he’s worked to transform the marketing team via a walk, run then jump approach, moving from foundation skills into brilliant basics, then towards North Star activities.

You can read more about how Adams is achieving this transformation in our in-depth CMO profile here.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Undoubtedly, Robotic Process Automation enables marketing teams to accomplish repetitive tasks with fewer resources at a great accuracy.

Raj

What marketers need to know about robotic process automation

Read more

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

Blog Posts

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

Sign in